Cultural differences in imagery generation: The influence of abstract versus concrete thinking
Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these differences in imagery generation tend to subside when both cultural groups are exposed to concrete stimuli. Exposure to abstract stimuli while limiting mental resources results in narrowing the differences in number of images generated by Westerners and East Asians as does providing subjects with instructions to imagine.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Wright, Peter & Rip, Peter D, 1980. " Product Class Advertising Effects on First-Time Buyers' Decision Strategies," Journal of Consumer Research, Oxford University Press, vol. 7(2), pages 176-188, Se.
- Baack, Daniel W. & Singh, Nitish, 2007. "Culture and web communications," Journal of Business Research, Elsevier, vol. 60(3), pages 181-188, March.
- Mikhailitchenko, Andrey & Javalgi, Rajshekhar (Raj) G. & Mikhailitchenko, Galina & Laroche, Michel, 2009. "Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall," Journal of Business Research, Elsevier, vol. 62(10), pages 931-938, October.
- Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.
- Sudhir H Kale & John W Barnes, 1992. "Understanding the Domain of Cross-National Buyer-Seller Interactions," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(1), pages 101-132, March.
- Bone, Paula Fitzgerald & Ellen, Pam Scholder, 1992. " The Generation and Consequences of Communication-Evoked Imagery," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 93-104, June.
- Unnava, H Rao & Agarwal, Sanjeev & Haugtvedt, Curtis P, 1996. " Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information," Journal of Consumer Research, Oxford University Press, vol. 23(1), pages 81-88, June.
- Edell, Julie E & Staelin, Richard, 1983. " The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, Oxford University Press, vol. 10(1), pages 45-61, June.
- Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 78-90, June.
- MacInnis, Deborah J & Price, Linda L, 1987. " The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 473-491, March.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:333-339. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)
If references are entirely missing, you can add them using this form.