Holistic Versus Analytic Thinkers in the West: Differential Reliance on Logos in Cognition- and Feelings-Based Product Evaluations

Alexander Jakubanecs, Institute for Research in Economics and Business Administration, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
Our research focuses on the effects of analytic-holistic information processing and product logos on cognitive and feelings-based product evaluations in France. One finding is that for less-known products logos have effects on cognitive evaluations only for holistic thinkers. The research offers several contributions to the extant studies of processing styles.
[ to cite ]:
Alexander Jakubanecs and Magne Supphellen (2012) ,"Holistic Versus Analytic Thinkers in the West: Differential Reliance on Logos in Cognition- and Feelings-Based Product Evaluations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1138-1138.