The Differential Interaction of Auditory and Visual Advertising Elements with Chinese and English

96 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing' (2014, background): “the effects of which may be additive or interactive (Tavassoli and Lee 2003), as well as testing different combinations of executional elements.”
That sounds sweet: using cross-modal correspondences to communicate gustatory attributes (2015, background): “…more with message processing when paired with English rather than Chinese advertisement messages—likely due to the fact that alphabetical languages rely more on auditory processing and the subvocalizing of words, while logographic languages depends more on visual processing (Tavassoli & Lee, 2003).”
Do pictures help? The effects of pictures and food names on menu evaluations (2017, background): “Although information processing style is an individual trait, it varies at the group level based on factors such as occupation (Kozhevnikov, 2007) and culture (Anderson, 1988; Tavassoli and Lee, 2003; Wyer and Hong, 2010).”