Material or symbolic culture: exploring the influence of cultural mixing on consumers with different sensory experience focus

Purpose This paper aims to examine the influence of the types of cultural mixing on consumers with different types of sensory experience focus, particularly in the context of global brands incorporating local cultural elements into their culturally mixed product offerings. Design/methodology/approach For this purpose, two studies were conducted. Study 1 investigated how the interaction between the types of cultural mixing and consumers’ sensory focus influences purchase intention and whether perceived uniqueness mediates this relationship. Study 2 examined whether consumers’ demand for uniqueness moderates the effect observed in Study 1. Findings Results show that the use of symbolic culture works is more effective for consumers with distant focus, while the use of symbolic culture material culture is more effective for those with proximal focus. Furthermore, consumers with a high need for uniqueness are more likely to perceive uniqueness, even when the cultural mixing type does not align with their sensory experience focus. Originality/value This study proposes a sensory-based model of cultural mixing, demonstrating how the alignment with consumers’ sensory experience focus influences perceived uniqueness and purchase intention. By doing so, it advances both theoretical understanding and practical application of cultural mixing in consumer research.