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BOOK: Liu, L. (2012). Cultural Differences in Design-based Product Evaluation: The Role of Holistic and Analytic Thinking (Dissertation). University Kiel.

Product evaluation research has long tradition of referring to examine how consumers evaluate product from product itself in an attempt to understand why certain products are high perceived or poor perceived. The key finding from this literature suggested usually when consumers make buying decision; they always recall the memory of the standard and high evaluation products in their minds. The better fitting perceptions would be more favorable than the poor fitting ones. These findings indicate that culture is an important reason that influences on consumers’ responses to product evaluations. Westerners evaluate products differently than Easterners due to cross-cultural differences in styles of thinking. Two cultures of people have differences in design-based product evaluation. In most cases, Easterners provide more favorable evaluations of a new product package design than Westerners do.
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Deutschland ** Germany
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