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.



Citation:

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.

Authors

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



Volume

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



Share Proceeding

Featured papers

See More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

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.