Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice

by: Bernd H Schmitt, Shi Zhang

The Journal of Consumer Research, Vol. 25, No. 2. (1998), pp. 108-122.

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Abstract

Using classifiers-lexical items that depict perceptual and conceptual properties of objects-six cross-cultural experiments were conducted in the People's Republic of China, Hong Kong, Japan, and the United States to investigate how structural features of languages affect mental structures and, in turn, consumer behavior. Experiments 1-4 show how classifiers affect the perceived similarity between objects, attribute accessibility, and concept organization. Experiment 5 shows how classifier-based schemata result in inferences about product features. Experiment 6 provides evidence for the effect of classifiers on judgment and choice via assimilation and contrast processes and affect transfer. We discuss our findings in light of the Whorfian hypothesis and argue for the incorporation of structural components of languages into models of consumer behavior.

@article{citeulike:343237, abstract = {Using classifiers-lexical items that depict perceptual and conceptual properties of objects-six cross-cultural experiments were conducted in the People's Republic of China, Hong Kong, Japan, and the United States to investigate how structural features of languages affect mental structures and, in turn, consumer behavior. Experiments 1-4 show how classifiers affect the perceived similarity between objects, attribute accessibility, and concept organization. Experiment 5 shows how classifier-based schemata result in inferences about product features. Experiment 6 provides evidence for the effect of classifiers on judgment and choice via assimilation and contrast processes and affect transfer. We discuss our findings in light of the Whorfian hypothesis and argue for the incorporation of structural components of languages into models of consumer behavior.}, author = {Schmitt, Bernd H. and Zhang, Shi }, citeulike-article-id = {343237}, journal = {The Journal of Consumer Research}, keywords = {classifiers}, number = {2}, pages = {108--122}, posted-at = {2005-10-07 07:31:07}, priority = {2}, title = {Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice}, url = {http://www.jstor.org/stable/2489595}, volume = {25}, year = {1998} }

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TY - JOUR ID - citeulike:343237 L3 - citeulike-article-id:343237 TI - Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice JF - The Journal of Consumer Research VL - 25 IS - 2 SP - 108 EP - 122 N2 - Using classifiers-lexical items that depict perceptual and conceptual properties of objects-six cross-cultural experiments were conducted in the People's Republic of China, Hong Kong, Japan, and the United States to investigate how structural features of languages affect mental structures and, in turn, consumer behavior. Experiments 1-4 show how classifiers affect the perceived similarity between objects, attribute accessibility, and concept organization. Experiment 5 shows how classifier-based schemata result in inferences about product features. Experiment 6 provides evidence for the effect of classifiers on judgment and choice via assimilation and contrast processes and affect transfer. We discuss our findings in light of the Whorfian hypothesis and argue for the incorporation of structural components of languages into models of consumer behavior. KW - classifiers AU - Schmitt, Bernd AU - Zhang, Shi PY - 1998/// UR - http://www.jstor.org/stable/2489595 ER -

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