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



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