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

Author

Listed:
  • Stuart Auken

    (Florida Gulf Coast University)

  • William J. Ritchie

    (James Madison University)

  • Ludmilla Gricenko Wells

    (Florida Gulf Coast University)

  • Daniel J. Borgia

    (Bryant Zhuhai)

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.

Suggested Citation

  • Stuart Auken & William J. Ritchie & Ludmilla Gricenko Wells & Daniel J. Borgia, 2019. "Exploring thought processing similarity using attitudinal constructs: a Chinese versus U.S. contrast," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 13-23, March.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:1:d:10.1057_s41270-018-0041-y
    DOI: 10.1057/s41270-018-0041-y
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    References listed on IDEAS

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