1-B: Cross-Cultural Differences in Aesthetic Judgments of Products: the Role of Cognitive Styles

Tseng-Ping Chiu, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA
Shinobu Kitayama, University of Michigan, USA
This study investigates cross-cultural differences in consumers’ aesthetic judgments of products in a matching versus non-matching context. Our findings suggest that those with holistic cognitive styles (East Asians) are more tolerant of object-context mismatch than those with more analytic styles (European Americans).
[ to cite ]:
Tseng-Ping Chiu, Carolyn Yoon, and Shinobu Kitayama (2017) ,"1-B: Cross-Cultural Differences in Aesthetic Judgments of Products: the Role of Cognitive Styles", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1020-1020.