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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1138-1138.

Authors

Alexander Jakubanecs, Institute for Research in Economics and Business Administration, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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