This study examines the effect of culture on imagery generation and ad attitudes. Although research suggests that concrete stimuli generate more images than abstract stimuli, our study shows that this finding is not universal across cultures. Chinese generate more imagery than Americans when encountering abstract stimuli because Chinese tend to think concretely. Moreover, Chinese and Americans have different attitudes toward different stimuli. While Chinese prefer concrete stimuli to abstract stimuli, Americans have the same attitudes toward concrete and abstract stimuli.
| Identifer | oai:union.ndltd.org:ETSU/oai:dc.etsu.edu:etsu-works-18111 |
| Date | 01 April 2010 |
| Creators | Liang, Beichen, Cherian, Joseph |
| Publisher | Digital Commons @ East Tennessee State University |
| Source Sets | East Tennessee State University |
| Detected Language | English |
| Type | text |
| Source | ETSU Faculty Works |
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