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: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2014-05-01
|
| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14242 |