The effect of attribute order on judgment in Chinese and English.
The authors found that the order of attribute presentation had a stronger effect on judgment in English than in Chinese. In Experiment 1, with a sample of 102 female and 63 male bilingual Singaporeans, the authors found that participants' memory-based judgments showed a stronger primacy effect in English than in Chinese that was mediated by recall from long-term memory. In contrast, participants' online (immediate) judgments showed a primacy effect in both languages that was unmediated by recall from short-term memory. In Experiment 2, with a sample of 67 female and 53 male bilingual Singaporeans, the authors found that participants' online judgments were more influenced by the attribute order of a previously seen competitive advertisement in English than in Chinese. A cross-cultural field study in Mainland China and the United Kingdom provided external validity for the experimental results.
Tavassoli
Nader T
NT
Marketing Subject Area, London Business School, London, United Kingdom. ntavassoli@london.edu
Lee
Yih Hwai
YH
D000293:Adolescent; D000328:Adult; D002681:China / Q000208:ethnology; D003071:Cognition; D003431:Cross-Cultural Comparison; D003469:Culture; D005260:Female; D006801:Humans; D007600:Judgment; D007802:Language; D008297:Male; D012846:Singapore; D014481:United States