Culture for Sale: Unpacking Consumer Perceptions of Cultural Appropriation.

This article investigates consumer perceptions of cultural appropriation in branding and its effects on brand attitudes and purchase interest, emphasizing the critical role of historical power imbalance between cultures. The authors develop and validate a five-item scale measuring perceptions of cultural appropriation, defined by two key aspects: disrespect and exploitation of cultural elements. Through multiple studies, they find that liberal consumers are more likely than conservatives to perceive appropriation, particularly when brands commercialize elements from historically disadvantaged cultures, and that emphasizing historical power imbalance increases perceptions of appropriation across political ideologies. Additionally, brand actions—such as using cultural elements without permission or claiming to improve them—intensify perceptions of appropriation and negatively impact consumer responses. The research highlights the importance for marketers to consider historical context and power dynamics when incorporating cultural elements to avoid consumer backlash and damage to brand equity.