Date of Award


Degree Type


Degree Name

Master of Arts in Communication Studies


Communication Studies

First Advisor

Guo-Ming Chen


China’s market with huge demand and limited supply has become attractive to many international companies since 1976. This study examines the impact of cultural cringe on consumer behavior in China by using Nike, an American sports brand, and Li-Ning, a Chinese sports brand as examples. An online questionnaire survey with 36 questions is conducted in a comprehensive college in the People’s Republic of China. Participants are 314 students from different majors. Results show that the increase of cultural cringe leads to the increasing likelihood of buying Nike’s products. Limitations of the study and the direction for future research are also discussed.



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