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The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study

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  • Chung Hur

    (Software Policy and Research Institute)

  • Jiyoung Hwang

    (The University of North Carolina at Greensboro)

  • Chankoo Yeo

    (Sogang University)

Abstract

This paper examines how styles of thinking across culture affect consumers’ brand perceptions. Two experiments using printed and film stimuli for two brand placements (i.e., foreground vs. background) were conducted with participants from two countries (USA and Korea) whose culture is characterized by different styles of thinking (analytic vs. holistic thinking). The results indicate that when product or brand placements (PPLs) were located in the background of the scene, holistic thinkers (i.e., East Asians) showed higher brand perceptions than did analytic thinkers (i.e., Westerners). When PPLs were located in the center of the scene, there was no difference in brand recognition and brand recall between analytic and holistic thinkers. The findings of this research shed light on the importance of consumers’ styles of thinking in understanding the effect of brand placement.

Suggested Citation

  • Chung Hur & Jiyoung Hwang & Chankoo Yeo, 2020. "The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 300-311, May.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:3:d:10.1057_s41262-019-00181-7
    DOI: 10.1057/s41262-019-00181-7
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    References listed on IDEAS

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    Cited by:

    1. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.

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