Is There a Universal Positivity Effect? a Cross-Cultural Perspective

Jianping Liang, Sun Yat-sen University, China
Zengxiang Chen, School of Business, Sun Yat-sen University, China
Haizhong Wang, Sun Yat-sen University, China
Kyle B. Murray, University of Alberta, Canada
Folkes and Patrick (2003) found that American consumers have positivity effect in service perceptions. This paper investigated a boundary condition and its underlying cognitive process from a cross-cultural perspective: whether and how a different inference mechanism in a collectivist culture, Chinese culture in particular, may influence the service positivity effect.
[ to cite ]:
Jianping Liang, Zengxiang Chen, Haizhong Wang, and Kyle B. Murray (2011) ,"Is There a Universal Positivity Effect? a Cross-Cultural Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.