NEW YORK (Reuters Life!) - People who are bicultural and speak two languages may unconsciously change their personality when they switch languages, according to a U.S. study.
Researchers David Luna from Baruch College and Torsten Ringberg and Laura A. Peracchio from the University of Wisconsin-Milwaukee studied groups of Hispanic women, all of whom were bilingual, but with varying degrees of cultural identification.
They found significant changes in self perception or "frame-shifting" in bicultural participants -- women who participate in both Latino and Anglo culture.
"Language can be a cue that activates different culture-specific frames," the researchers said in a study published in the Journal of Consumer Research.
While frame-shifting has been studied before, they said this research found that people who are bicultural switched frames more quickly and easily than people who are bilingual but living in one culture.
The researchers said the women classified themselves as more assertive when they spoke Spanish than when they spoke English.