Schmitt, Bernd H; Pan, Yigang; Tavassoli, Nader T - In: Journal of Consumer Research 21 (1994) 3, pp. 419-31
Languages of the Asia-Pacific region, such as Chinese, are based on ideographic writing systems which are radically different from the alphabetic systems used in Western languages, such as English. We propose that structural differences between Chinese and English affect mental representations...