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

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