Cultural Identity Theory was initially developed by Collier and Thomas (1988) to explain how individuals construct, negotiate, and enact cultural group identities through communication. Rather than viewing identity as a fixed personal attribute, the theory conceptualizes cultural identity as socially constructed, relational, and context-dependent. Individuals belong simultaneously to multiple cultural groups, such as those defined by ethnicity, nationality, gender, religion, or social class, and different identities may become salient depending on the interactional situation.

A central contribution of Cultural Identity Theory lies in its emphasis on identity enactment through communication. Collier and later scholars distinguish three interrelated processes. Avowal refers to how individuals define and express their own group membership. Ascription concerns how others assign identities to them, often based on visible or stereotypical cues. Salience captures the degree of importance a particular cultural identity holds in a given context (Chen & Collier, 2012). Tensions may arise when avowals and ascriptions do not align, particularly in contexts marked by power asymmetries or historical inequalities. Cultural identities are therefore relatively enduring but continuously negotiated and reshaped through interaction.

The theory also highlights that cultural identities are embedded in systems of meaning, encompassing shared values, norms, beliefs, and communicative practices. Hecht et al. (1993) emphasize that cultural identity functions as a lens through which individuals interpret social reality and derive a sense of belonging and self-worth. Importantly, Cultural Identity Theory does not reduce culture to national boundaries; it recognizes intra-cultural diversity and intersectionality, acknowledging that individuals’ identities are shaped by the combined influence of multiple cultural affiliations.

In marketing and advertising research, Cultural Identity Theory provides a useful framework for understanding why consumers respond differently to persuasive messages across cultural contexts. Advertising is fundamentally a communicative practice that relies on shared meanings between brands and audiences. When advertising messages align with salient cultural identities, they are more likely to be perceived as relevant, credible, and persuasive (Lee, 2019). Conversely, misalignment between advertising representations and consumers’ cultural identities may trigger resistance or negative evaluations.

This perspective is particularly relevant in international advertising, where standardized campaigns often overlook culturally specific meanings. Research shows that visual cues such as model ethnicity, symbolism, or moral norms can activate cultural identity processes that shape consumer responses. Cultural Identity Theory thus cautions against assuming universal advertising effects and underscores the need for culturally informed message design.

Overall, Cultural Identity Theory offers a nuanced understanding of how communication shapes identity and meaning. Its application to advertising highlights the importance of cultural awareness and reflexivity in global marketing practices, reinforcing the idea that effective persuasion depends not on standardization, but on sensitivity to culturally grounded identity processes.

References

Chen, Y.-W., & Collier, M. J. (2012). Intercultural identity positioning: Interview discourses from two identity-based nonprofit organizations. Journal of International and Intercultural Communication, 5(1), 43–63.

Collier, M. J., & Thomas, M. (1988). Cultural identity: An interpretive perspective. In Y. Y. Kim & W. B. Gudykunst (Eds.), Theories in intercultural communication (pp. 99–120). Sage.

Hecht, M. L., Collier, M. J., & Ribeau, S. A. (1993). African American communication: Ethnic identity and cultural interpretation. Sage.

Lee, W.-N. (2019). Exploring the role of culture in advertising: Resolving persistent issues and responding to changes. Journal of Advertising, 48(2), 115–125.