Effects of culture-congruent visuals on affect, perception, and purchase intention A comparison of U.S. and Chinese viewers

Parent Book Title: The Interface of Business and Culture: a Forum for General and Intercultural Business Communication
Author: Jie Xu
Editor: Michael B. Hinner
Format: Book Chapter
Language: English
Published: Frankfurt am Main : Peter Lang, 2010
Series: Freiberger Beitrage Zur Interkulturellen Und Wirtschaftskommunikation