search query: @author Pan, Y. / total: 12
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| Author: | Schmitt, B. H. Pan, Y. Tavassoli, N. T. |
| Title: | Language and consumer memory: The impact of linguistic differences between Chinese and English |
| Journal: | Journal of Consumer Research
1994 : DEC, VOL. 21:3, p. 419-431 |
| Index terms: | LINGUISTICS CHINA CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | Languages of the Asia-Pacific region, such as Chinese are based on ideographic writing systems which are radically different from the alphabetic systems used in Western languages, such as English. We propose that structural differences between Chinese and English affect mental representations which, in tum, influence consumer memory of verbal information. Specifically, unaided brand recall should be differentially affected in Chinese and English when it is spoken compared with when it is written. Furthermore, recognition should be differentially affected in Chinese and English when brand names are learned auditorily compared with when they are learned visually. |
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