Department of Marketing
One world, One dream? Intergroup consequences of the 2008 Beijing Olympics
Despite deliberate efforts to promote the ideal of " One world, One dream," the 2008 Beijing Olympics appears to have exaggerated Mainland Chinese' perception of Chinese and Western cultural differences and increased low ingroup identifiers' ingroup favoring emotions and perceptions. In Study 1, we measured Beijing Chinese's perceptions of Chinese and Western values before and after the Olympics. The results showed that, after the Olympics, encountering the Beijing Olympic icon increased perceived value differences between Western and Chinese cultures. Study 2 showed that in Mainland China, individuals who identified strongly with Chinese culture favored Chinese (vs. American) commercial brands more both at the beginning and toward the end of the Olympics. Moreover, although individuals with low levels of Chinese cultural identification did not display significant ingroup favoritism at the beginning of the Olympics, they did so toward the end of the Games. Together, the results suggest that the Olympics had widened the cultural divide between China and the Western world. © 2010 Elsevier Ltd.
Culture and cognition, Culture and self, Globalization, Identity, Olympics
Source Publication Title
International Journal of Intercultural Relations
Link to Publisher's Edition
Cheng, Shirley Y.Y., Jennifer L. Rosner, Melody Manchi Chao, Siqing Peng, Xia Chen, Yanmei Li, Jessica Y.Y. Kwong, Ying-yi Hong, and Chi-yue Chiu. "One world, One dream? Intergroup consequences of the 2008 Beijing Olympics." International Journal of Intercultural Relations 35.3 (2011): 296-306.