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

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.



Citation:

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.

Authors

Beichen Liang, University of Illinois at Chicago, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Contested and Confused: The Influence of Social Others in Disrupting Body Projects

Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia

Read More

Featured

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Featured

Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example

Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.