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Tuesday 20 January 2015

The effect of culture on perception and cognition: A conceptual framework

The article "The effect of culture on perception and cognition: A conceptual framework" by Minas N. Kastanakis, and Benjamin G. Voyer was published in the Journal of Business Research

Abstract

Researchers are increasingly recognizing the role of culture as a source of variation in many phenomena of central importance to consumer research. This review addresses a gap in cross-cultural consumer behavior literature by providing a review and conceptual analysis of the effects of culture on pre-behavioral processes (perception and cognition). The article highlights a series of important perceptual and cognitive differences across cultures and offers a new perspective of framing these differences among cultures—that of “culturally conditioned” perceptual and cognitive orientations. The article addresses several theoretical issues and suggests directions for future research as well as managerial implications.


Prof. Minas KASTANAKIS is Associate Professor of Marketing and Director of Researchat ESCP Europe

Prof. Ben VOYER is Associate Professor of Marketing at ESCP Europe

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