Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English
Schmitt, Pan and Tavassoli argue that structural differences between Chinese, written with ideographic characters, and English, written with an alphabet, shape mental representations and so affect how consumers remember verbal information. They predicted that unaided recall of brand names would differ by whether a name was heard or read in each language. A cross-cultural experiment in China and the United States partially supported the predictions for unaided recall. Journal of Consumer Research 21(3), 1994.
Schmitt, Pan and Tavassoli argue that structural differences between Chinese, written with ideographic characters, and English, written with an alphabet, shape mental representations and so affect how consumers remember verbal information. They predicted that unaided recall of brand names would differ by whether a name was heard or read in each language. A cross-cultural experiment in China and the United States partially supported the predictions for unaided recall. Journal of Consumer Research 21(3), 1994.
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Schmitt, B. H., Pan, Y., & Tavassoli, N. T. (1994). Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English. Journal of Consumer Research, 21(3), 419. doi:10.1086/209408 https://doi.org/10.1086/209408