On Being Open and Perceiving Novelty

Abstract

ABSTRACTiven the inexorable forces of globalization and multiculturalism, it has become commonplace for individuals to master cultural art forms that are not part of their own cultural background. Surprisingly, the literature has not examined how consumers perceive such culturally 'novel' service providers. This research investigates consumer responses to culturally novel providers through the lens of the Big Five personality trait of Openness to Experience (OTE).We found that, all else being equal, individuals who are experientially open prefer culturally novel service providers (e.g., Chinese teacher of Spanish language), whilst those who are experientially closed prefer culturally congruent service providers (e.g., Spanish teacher of Spanish language). Furthermore, We posit that certain situational factors influence attitude formation, and circumstances that enhance or diminish OTE can affect cognitive processes and outcomes in ways that mimic dispositional OTE.The present research examines the situational factor of temporal distance, which leads consumers to construe at a higher level, in line with abstract thinking. We found that consumers with a high level of construal, low in OTE, no longer discriminate against a culturally novel service provider. Similarly, those in a high level of construal, high in OTE, no longer discriminate against culturally congruent providers.