“That’s Bitter!” Culture Specific Effects of Gustatory Experience on Judgments of Fairness and Advancement

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dc.contributor.authorXu, Jialiang
dc.contributor.examiningcommitteeLuke Zhu (Business Administration), Sandeep Arora (Marketing), Jason.Leboe-McGowan (Psychology)en_US
dc.contributor.supervisorFang Wan (Marketing)en_US
dc.date.accessioned2017-09-07T12:39:48Z
dc.date.available2017-09-07T12:39:48Z
dc.date.issued2017
dc.degree.disciplineManagementen_US
dc.degree.levelMaster of Science (M.Sc.)en_US
dc.description.abstractIn English, unfair treatment and social injustice are often described as “bitter” experiences, but in Chinese “eating bitterness” refers to endurance in the face of hardship. We tested the influence of these metaphors by assessing Canadian and Chinese participants’ responses to a fairness and an achievement scenario after incidental exposure to a bitter, sweet or neutral taste. A bitter taste experience increased Chinese (but not Canadian) participants’ judgments of effort and motivation in the face of hardship (Study 1). Bitter taste also increased perceptions of unfairness for Canadian participants (Studies 1-3) as well as Chinese participants who lived in Canada, provided they were tested in English (Studies 1 and 3) rather than Chinese (Study 3); it did not influence fairness perceptions of Chinese participants who had never lived in an English speaking country (Study 2).en_US
dc.description.noteFebruary 2018en_US
dc.identifier.urihttp://hdl.handle.net/1993/32479
dc.language.isoengen_US
dc.rightsopen accessen_US
dc.subjectBitterness, Culture, Conceptual Metaphor, Languageen_US
dc.title“That’s Bitter!” Culture Specific Effects of Gustatory Experience on Judgments of Fairness and Advancementen_US
dc.typemaster thesisen_US
local.subject.manitobayesen_US
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