Exploring thought processing similarity using attitudinal constructs: a Chinese versus U.S. contrast

Stuart Auken (), William J. Ritchie (), Ludmilla Gricenko Wells () and Daniel J. Borgia ()
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Stuart Auken: Florida Gulf Coast University
William J. Ritchie: James Madison University
Ludmilla Gricenko Wells: Florida Gulf Coast University
Daniel J. Borgia: Bryant Zhuhai

Journal of Marketing Analytics, 2019, vol. 7, issue 1, No 2, 13-23

Abstract: Abstract This study uses three advertising attitudinal constructs (i.e., practice, institution, and global) that have been developed in the West to determine if Chinese thought processes can replicate Western results. It proceeds through a comparison of Chinese future elites and American college students. The results of a causal modeling application on these constructs provide evidence of the usage of both Western and Eastern thought processes among Chinese respondents. However, the latter evidence a duality that suggests that the practice of advertising is ignored in forming overall attitudes toward advertising. Basically, the Chinese appear to be able to ignore dissonance-producing properties.

Keywords: Thought processing; Attitudinal constructs; Causal modeling; Categorization theory (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1057/s41270-018-0041-y

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