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Abstract In cross-regional cultural interactions, the frequent and controversial practice of cultural borrowing has attracted attention. According to the different relative statuses and comparative directions of the cultural subjects, cultural borrowing can be divided into strong-to-weak (weak-to-strong) cultural borrowing between subjects with strong (weak) status and subjects with weak (strong) status in cultural interactions, as well as equal cultural borrowing between subjects with equal status in cultural interactions. After the concept and types of cultural borrowing are defined, a multisituation experimental method is used to confirm the internal mechanisms and effect boundaries of consumers’ cultural borrowing acceptance. The results of five experiments based on over a thousand subjects indicate that different types of cultural borrowing (strong-to-weak, equal, weak-to-strong) arouse consumers’ perceived cultural threat, thereby reducing their acceptance of cultural borrowing to varying degrees. The influence of different types of cultural borrowing on perceived cultural threat is moderated by the degree of incongruent use and reality of the presentation of the borrowed culture; the influence of perceived cultural threat on cultural borrowing acceptance is moderated by the positioning of the borrowing subjects and the degree of identity in the relationship. By exploring cultural borrowing and consumer acceptance issues in the field of consumption through a series of experiments, this study effectively reveals the differentiated impacts and underlying mechanisms of different types of cultural borrowing on consumers’ acceptance responses.

Abstract As individuals are involved in self-quantification, increasing fields are applying self-quantification with technical support, and a clear understanding of the influencing mechanism and effect boundary of self-quantification is indispensable. Focusing on the field of physical fitness, under different goal settings, the influencing mechanisms of self-quantification on an individual’s participation performance (outcome, experience, persistence intention) and behavioral decision-making (category selection, novelty-seeking) are analyzed and confirmed. The results show that when there is no goal, self-quantification will enhance outcome salience, thus enhancing the individual’s participation outcome and selection for highly healthy categories; self-quantification will reduce perceived enjoyment, thus damaging participation experience and novelty-seeking, but does not affect the persistence intention. When there is a goal, self-quantification will enhance perceived certainty, thus reducing the individual’s participation outcome and selection for highly healthy categories; self-quantification will enhance perceived enjoyment, thus improving the participation experience, persistence intention, and novelty-seeking. Compared to descriptive analysis of phenomena, through laboratory and field experiments, this research confirms the influencing mechanism and effect boundary of self-quantification on an individual’s activity participation performance in real situations. This provides a theoretical basis for understanding the targeted behavioral decision-making patterns of individuals in different types of self-quantification activities.