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Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice

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  • Schmitt, Bernd H
  • Zhang, Shi

Abstract

Using classifiers--lexical items that depict perceptual and conceptual properties of object---six cross-cultural experiments were conducted in the People's Republic of China, Hong Kong, Japan, and the United States to investigate how structural features of languages affect mental structures and, in turn, consumer behavior. Experiments 1-4 show how classifiers affect the perceived similarity between objects, attribute accessibility, and concept organization. Experiment 5 shows how classifier-based schemata result in inferences about product features. Experiment 6 provides evidence for the effect of classifiers on judgment and choice via assimilation and contrast processes and affect transfer. We discuss our findings in light of the Whorfian hypothesis and argue for the incorporation of structural components of languages into models of consumer behavior. Copyright 1998 by the University of Chicago.

Suggested Citation

  • Schmitt, Bernd H & Zhang, Shi, 1998. "Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 108-122, September.
    • Handle: RePEc:oup:jconrs:v:25:y:1998:i:2:p:108-22
    DOI: 10.1086/209530
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    1. Patrick, Vanessa M. & Hagtvedt, Henrik, 2012. "How to say “no”: Conviction and identity attributions in persuasive refusal," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 390-394.
    2. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    3. M. Geuens & D. Vantomme & G. Goessaert & B. Weijters, 2003. "Assessing the impact of offline URL advertising," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/163, Ghent University, Faculty of Economics and Business Administration.
    4. Rosa, F. & Sillani, S. & Nassivera, F. & Vasciaveo, M., 2014. "Language, Ethnical Identity and Consumer Behavior: A Cross-Cultural Study of Marketing Communication in the Region FVG," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199364, International European Forum on System Dynamics and Innovation in Food Networks.
    5. Yu Hu & Yonggui Wang, 2020. "Marketing research in China during the 40-year reform and opening," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-29, December.
    6. Usunier, Jean-Claude, 2011. "Language as a resource to assess cross-cultural equivalence in quantitative management research," Journal of World Business, Elsevier, vol. 46(3), pages 314-319, July.
    7. Perez-Aranda, Javier & González Robles, Eva & Urbistondo, Pilar, 2017. "The Influence of Membership Groups on Selecting Accommodations: The Case of the Residential Tourist," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 5(2), pages 59-72.
    8. Yan, Huan & Chang, En-Chung & Chou, Ting-Jui & Tang, Xiaofei, 2015. "The over-categorization effect: How the number of categorizations influences shoppers' perceptions of variety and satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 631-638.
    9. Cowley, Elizabeth, 2002. "East-West consumer confidence and accuracy in memory for product information," Journal of Business Research, Elsevier, vol. 55(11), pages 915-921, November.
    10. Jouba Hmaida, 2009. "La conception de soi : une contribution à la littérature française en Marketing," Post-Print hal-02320955, HAL.
    11. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    12. Richard, Marie-Odile & Toffoli, Roy, 2009. "Language influence in responses to questionnaires by bilingual respondents: A test of the Whorfian hypothesis," Journal of Business Research, Elsevier, vol. 62(10), pages 987-994, October.

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