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Cultural differences in imagery generation: The influence of abstract versus concrete thinking

Listed author(s):
  • Liang, Beichen
  • Kale, Sudhir H.
Registered author(s):

    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.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 3 ()
    Pages: 333-339

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:333-339
    DOI: 10.1016/j.jbusres.2011.04.010
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    8. 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.
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