The Impact of Culture on Product Evaluations: a Dialectical Perspective

In everyday life, consumers are surrounded with conflicting advertising claims and product reviews. In this study, we investigate consumers' resolution of these conflicts and examine the impact of dialectical thinking, the cognitive tendency that accepts contradiction, in this process. We propose that East Asian individuals who are highly influenced by Chinese philosophical traditions may more readily accept contradictory product information in their decision process than Western individuals, but depending on product knowledge and motivation levels, the reverse can be also true.


Yoshiko DeMotta, Mike Chen-ho Chao, and Thomas Kramer (2009) ,"The Impact of Culture on Product Evaluations: a Dialectical Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 381-381.


Yoshiko DeMotta, Baruch College, CUNY, USA
Mike Chen-ho Chao, Baruch College, CUNY, USA
Thomas Kramer, Baruch College, CUNY, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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