A Review of the Phenomenon of “Cultural Discounting” in the Context of Cross-Cultural Communication

DOI

10.2991/978-2-38476-553-9_24How to use a DOI?

Keywords

Cultural discount; Cross-cultural communication; Influencing factors; Coping strategies

Abstract

Cultural discounting, as a core concept in cross-cultural communication studies, has undergone theoretical evolution from economic quantification models to dynamic value construction since its introduction by Hoskyns et al. in 1988. This paper systematically reviews the conceptual origins, theoretical development, influencing factors, and countermeasures of cultural discounting, revealing its complexity and multidimensionality within the globalized context while summarizing mitigation approaches. Through systematic strategies such as “glocalization” content innovation, cross-cultural collaborative production, and technology-enabled dissemination, mitigating cultural discounting can foster greater cross-cultural empathy. Future research should further integrate quantitative assessment with cross-cultural comparisons, deepen technological integration and audience psychological analysis, and thereby provide theoretical underpinnings and practical guidance for the global dissemination of cultural products.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuyan Zhu
PY  - 2026
DA  - 2026/03/25
TI  - A Review of the Phenomenon of “Cultural Discounting” in the Context of Cross-Cultural Communication
BT  - Proceedings of the 2025 4th International Conference on Educational Science and Social Culture (ESSC 2025)
PB  - Atlantis Press
SP  - 209
EP  - 220
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-553-9_24
DO  - 10.2991/978-2-38476-553-9_24
ID  - Zhu2026
ER  -