Seeing Differently: a Cross-Cultural Difference in Consumer Attention

The objective of the research is to test the impact of the cross-cultural difference in cognitive process on consumer’s attention which affects memory for brands they saw. Eastern participants (holistic thinking) look longer, thereby recalling and recognizing brands in the background better than do those from Western cultures (analytic thinking).


Jinwon Kang, Eunice Kim, Young Shin Sung, and Jung Yong Ahn (2015) ,"Seeing Differently: a Cross-Cultural Difference in Consumer Attention", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 323-323.


Jinwon Kang, Korea University
Eunice Kim, University of Florida, USA
Young Shin Sung, Korea University
Jung Yong Ahn, Korea University


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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