Cultural differences in imagery generation: The influence of abstract versus concrete thinking |
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Authors: | Beichen Liang Sudhir H Kale |
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Institution: | a East Tennessee State University, Johnson City, TN 37614-1266, United Statesb Globalisation and Development Centre in the Faculty of Business at Bond University, Gold Coast, Australia |
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Abstract: | Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these differences in imagery generation tend to subside when both cultural groups are exposed to concrete stimuli. Exposure to abstract stimuli while limiting mental resources results in narrowing the differences in number of images generated by Westerners and East Asians as does providing subjects with instructions to imagine. |
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Keywords: | Imagery generation Abstract thinking Concrete thinking Culture and advertising |
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