Cultural Differences in Imagery Generation: The Influence of Abstract Versus Concrete Thinking
Document Type
Article
Publication Date
3-1-2012
Description
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.
Citation Information
Liang, Beichen; and Kale, Sudhir H.. 2012. Cultural Differences in Imagery Generation: The Influence of Abstract Versus Concrete Thinking. Journal of Business Research. Vol.65(3). 333-339. https://doi.org/10.1016/j.jbusres.2011.04.010 ISSN: 0148-2963