The Lüscher colour test is used to compare colour
associations in China, South Korea, Japan and the United States.
Respondents were asked which colour they associate with words such as
expensive, happy, love and dependable. They were also asked to relate
the colours to countries, such as Italy and France; institutions, such
as restaurants and theatres; and product packages, such as a soft drink
label and a box of headache remedy. The findings show that, while some
colours seem to show cross‐cultural consistency, other colours, such as
purple and grey, hold opposite meanings in different cultures.
The benefits realized from product use may differ widely for different market segments. The benefits experienced from traveling to the same vacation destination by three different national samples are reported. Canadian visitors most often reported rest and relaxation as the major benefit realized from their Hawaii visits, mainland Americans reported cultural experiences, andJapanese visitors reported family togetherness as major benefits realized. Different marketing positioning strategies are recommended for each national market segment based on the results of the study. Travel research on the benefits realized by different visitor markets is recommended.
Confucianism, as a philosophy, has performed an important role in China's business history[1]. It would be a mistake, however, to assume that Confucianism was popular from its outset. Kong Fu Ze, called Confucius by the Jesuit missionaries, lived from 551-479 BC. However, it was more than 300 years after his death before his philosophy found acceptance. The fifth Han Emperor, Wu (147 BC) found Confucianism well suited to the conditions of ancient China[2]. Strong sense of hierarchy The centralized monarchy, which dominated China for 2,000 years, survived by maintaining an immense hierarchical system. The long existence of this system
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