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

Liang, Beichen; Kale, Sudhir H. - In: Journal of business research : JBR 65 (2012) 3, pp. 333-340

Persistent link: https://www.econbiz.de/10009819643

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

Liang, Beichen; Kale, Sudhir H. - In: Journal of Business Research 65 (2012) 3, pp. 333-339

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...

Persistent link: https://www.econbiz.de/10010573716

AMERICAN AND CHINESE THINKING STYLES: ATTITUDE EFFECTS ON HOLISTIC AND ATTRIBUTE ADS

Liang, Beichen; Cherian, Joseph - In: Organizations and Markets in Emerging Economies 5 (2014) 1

Persistent link: https://www.econbiz.de/10010861674

Cross-Cultural Differences in the Effects of Abstract and Concrete Thinking on Imagery Generation and Ad Persuasion

Liang, Beichen; Cherian, Joseph - In: Journal of international consumer marketing 22 (2010) 2, pp. 187-199

Persistent link: https://www.econbiz.de/10008394206

Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions

Liang, Beichen; Cherian, Joseph; Fu, Wei - In: The journal of product & brand management 19 (2010) 2, pp. 85-94

Persistent link: https://www.econbiz.de/10008406320

A Review of: “Billions: Selling to the New Chinese Consumer”

Liang, Beichen; Zhou, Xin - In: Journal of international consumer marketing 21 (2009) 1, pp. 87

Persistent link: https://www.econbiz.de/10008241062

A Review of: Billions: Selling to the New Chinese Consumer

Liang, Beichen; Zhou, Xin - In: Journal of international consumer marketing 21 (2008) 1, pp. 87-89

Persistent link: https://www.econbiz.de/10009266536

The effect of culture on the context of ad pictures and ad persuasion: The role of context-dependent and context-independent thinking

Liang, Beichen; Runyan, Rodney C.; Fu, Wei - In: International marketing review 28 (2011) 4, pp. 412-435

Persistent link: https://www.econbiz.de/10009185333

A Review of: “Billions: Selling to the New Chinese Consumer”

Liang, Beichen; Zhou, Xin - In: Journal of international consumer marketing 21 (2008) 1, pp. 87

Persistent link: https://www.econbiz.de/10008172372

A Model of the Convenience Yields in On-the-Run Treasuries

Cherian, Joseph A.; Jacquier, Eric; Jarrow, Robert A. - In: Review of derivatives research 7 (2004) 2, pp. 79-98

Persistent link: https://www.econbiz.de/10005927029