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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2014-05-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14242 |
| _version_ | 1818144353864908800 |
|---|---|
| author | Beichen Liang Joseph Cherian |
| author_facet | Beichen Liang Joseph Cherian |
| author_sort | Beichen Liang |
| collection | DOAJ |
| description | 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 styles affect attitudes towards holistic ads which contain many types of information (availability, price, company, etc.) and attribute ads which contain only one type of information (product feature). The first study showed that (i) American consumers prefer attribute ads more than Chinese consumers do; (ii) both American and Chinese consumers prefer holistic ads more than attribute ads; and both prefer the holistic ads equally well. The second study showed that the impact of cultural differences in thinking styles on ad attitudes were not influenced by thinking speed – whether the thinking was fast and automatic or whether the thinking was slow and effortful. The stable and verifiable managerial implication is that ad content in the East and West, in the US and China must include more, diverse information. |
| first_indexed | 2024-12-11T11:46:13Z |
| format | Article |
| id | doaj.art-dcb302c8cab94ca19c723dc709b9130a |
| institution | Directory Open Access Journal |
| issn | 2029-4581 2345-0037 |
| language | English |
| last_indexed | 2024-12-11T11:46:13Z |
| publishDate | 2014-05-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj.art-dcb302c8cab94ca19c723dc709b9130a2022-12-22T01:08:29ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372014-05-015110.15388/omee.2014.5.1.14242American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute AdsBeichen Liang0Joseph Cherian1East Tennessee State UniversitySaint Xavier UniversityAmerican (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 styles affect attitudes towards holistic ads which contain many types of information (availability, price, company, etc.) and attribute ads which contain only one type of information (product feature). The first study showed that (i) American consumers prefer attribute ads more than Chinese consumers do; (ii) both American and Chinese consumers prefer holistic ads more than attribute ads; and both prefer the holistic ads equally well. The second study showed that the impact of cultural differences in thinking styles on ad attitudes were not influenced by thinking speed – whether the thinking was fast and automatic or whether the thinking was slow and effortful. The stable and verifiable managerial implication is that ad content in the East and West, in the US and China must include more, diverse information.https://www.journals.vu.lt/omee/article/view/14242ad informationanalytic thinkingholistic thinkingculturead attitudes |
| spellingShingle | Beichen Liang Joseph Cherian American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads Organizations and Markets in Emerging Economies ad information analytic thinking holistic thinking culture ad attitudes |
| title | American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads |
| title_full | American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads |
| title_fullStr | American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads |
| title_full_unstemmed | American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads |
| title_short | American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads |
| title_sort | american and chinese thinking styles attitude effects on holistic and attribute ads |
| topic | ad information analytic thinking holistic thinking culture ad attitudes |
| url | https://www.journals.vu.lt/omee/article/view/14242 |
| work_keys_str_mv | AT beichenliang americanandchinesethinkingstylesattitudeeffectsonholisticandattributeads AT josephcherian americanandchinesethinkingstylesattitudeeffectsonholisticandattributeads |