The effect of attribute order on judgment in Chinese and English |
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Authors: | Tavassoli Nader T Lee Yih Hwai |
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Affiliation: | Marketing Subject Area, London Business School, London, United Kingdom. ntavassoli@london.edu |
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Abstract: | 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. |
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