Cultural Differences in Design-Based Product Evaluation: The Role of Holistic and Analytic Thinking

Product evaluation research has a long tradition of examining how consumers evaluate product from the itself in an attempt to understand why certain products are better perceived or worse perceived. Usually recall memory high their minds when they make buying decisions. Better fitting perceptions would be more favorable than poor ones. Our findings indicate that culture is important reason influences consumers’ responses design-based evaluations. Westerners differently Easterners due cross-cultural differences styles thinking. Two cultures people have evaluation. In most cases, evaluations new packaging Westerners.