A 2 x 4 factorial design (cultural dyads x levels of cultural adaptation) is used to
investigate the effect of cultural adaptation on attraction, outcomes, perceived compliment,
and perceived trustworthiness when Americans sell to Japanese and Thais. This dissertation
extends the research of Francis (1989, 1991) by taking into account the influence of
collectivism, perceived status differential, similarity-attraction, and social identity. The
curvilinear relationship found by Francis to exist between cultural adaptation and attraction
when Japanese adapt to American norms and behaviors is not replicated by the experiments.
Both Thai and Japanese subjects generally perceive Americans as having a higher status
than themselves. They are not threatened by Americans’ adaptation to their cultural norms
and practices. For Thai subjects, the relationship between cultural adaptation and
attraction, outcomes, and perceived compliment appears to be monotonic positive. For
Japanese subjects, the relationship reaches a plateau beyond moderate adaptation. The no
adaptation condition is rated lower in perceived trustworthiness than is the substantial
adaptation condition in both the Thai and the Japanese experiments, contradicting the
findings of Francis.Business, Sauder School ofMarketing, Division ofGraduat
