文章基本信息

标题：American and Chinese Thinking Styles: Attitude Effects on Holistic and Attribute Ads
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作者：Beichen Liang ; Joseph Cherian
期刊名称：Organizations and Markets in Emerging Economies
印刷版ISSN：2029-4581
出版年度：2014
卷号：5
期号：1
页码：74-89
DOI：10.15388/omee.2014.5.1.14242
出版社：Vilnius University
摘要：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.
关键词：ad information; analytic thinking; holistic thinking; culture; ad attitudes