Search results for "ADVERTISING APPEALS"

Selecting the special or choosing the common? A high-powered conceptual replication of Kim and Markus’ (1999) pen study

2022

Kim and Markus (1999) found that 74% of Americans selected a pen with an uncommon (vs. common) color, whereas only 24% of Asians made such a choice, highlighting a pronounced crosscultural difference in the extent to which people opt for originality or make majority-based choices. The present high-powered study (N = 729) conceptually replicates the results from Kim and Markus (1999; Study 3). However, our obtained effect size (r = .12) is significantly weaker than that of the original study (r = .52). Interestingly, given the globalization of mass media and the rapid economic progress of many Asian cultures during the last decades, a larger proportion of Chinese, but not American, participa…