American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads

American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads

American (i.e., Western) thinking favors the analytic style, focusing on the focal object and internal attributes; Chinese (i.e., Eastern) thinking favors the holistic style, paying attention to the context and whole system. This research investigates whether such holistic and analytic thinking styl...

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Bibliographic Details
Main Authors: Beichen Liang, Joseph Cherian
Format: Article
Language:English
Published: Vilnius University Press 2014-05-01
Series:Organizations and Markets in Emerging Economies
Subjects:
ad information
analytic thinking
holistic thinking
culture
ad attitudes
Online Access:https://www.journals.vu.lt/omee/article/view/14242

Internet

https://www.journals.vu.lt/omee/article/view/14242

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