Nov 5, 2013

DATA POINTS: Chinese value honesty more than price

Research by Cohn & Wolfe among 3,000 consumers in the UK, the US and China has revealed that Chinese respondents rate a company's honesty as more important than price or product quality. In addition, consumers in China are more active seekers of information about brands and more likely to get angry with brands that fall short on issues like sustainability and safety. At the same time, however, Chinese consumers are more likely to believe big businesses are generally honest and open.

Related Articles

Just Published

17 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

17 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

17 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

17 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.