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Cultural Differences in Design-Based Product Evaluation: The Role of Holistic and Analytic Thinking

Author

Listed:
  • Li Liu

    (School of Economics and Management, China University of Petroleum-Beijing, Beijing 102249, China)

  • Ulrich Orth

    (A&F Marketing—Consumer Psychology, Christian-Albrechts-University, 24098 Kiel, Germany)

Abstract

Product evaluation research has a long tradition of examining how consumers evaluate a product from the product itself in an attempt to understand why certain products are better perceived or worse perceived. Usually consumers recall the memory of high evaluation products in their minds when they make buying decisions. Better fitting perceptions would be more favorable than poor fitting ones. Our findings indicate that culture is an important reason that influences consumers’ responses to design-based product evaluations. Westerners evaluate products differently than Easterners due to cross-cultural differences in styles of thinking. Two cultures of people have differences in design-based product evaluation. In most cases, Easterners have more favorable evaluations of a new packaging product than Westerners.

Suggested Citation

  • Li Liu & Ulrich Orth, 2021. "Cultural Differences in Design-Based Product Evaluation: The Role of Holistic and Analytic Thinking," Sustainability, MDPI, vol. 13(5), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2775-:d:510568
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    References listed on IDEAS

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    2. Briley, Donnel A & Morris, Michael W & Simonson, Itamar, 2000. "Reasons as Carriers of Culture: Dynamic versus Dispositional Models of Cultural Influence on Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 157-178, September.
    3. Schoormans, Jan P. L. & Robben, Henry S. J., 1997. "The effect of new package design on product attention, categorization and evaluation," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 271-287, April.
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