Linguistic Differences Between Chinese and English and Their Effects on Consumers' Ability to Generate Images

Beichen Liang, University of Illinois at Chicago, USA
This study examines how language influences subjects’ ability to generate imagery. Experiment 1 shows that Chinese subjects who read Chinese messages tend to generate more images than do Americans who read English messages. High-imagery versus low-imagery words have no significant imagery-provoking effects on Chinese subjects who read Chinese, whereas they do have a strong effect on Americans who read English. Experiment 2 shows that the imagery-provoking ability of Chinese subjects differs when they read a different language. The imagery-provoking ability of Chinese subjects is inhibited when they read English.
[ to cite ]:
Beichen Liang (2007) ,"Linguistic Differences Between Chinese and English and Their Effects on Consumers' Ability to Generate Images", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 116-121.