Close your eyes. Envision a succulent two-inch slab of dripping-rare prime rib. Is your stomach rumbling, your appetite peaked, or are you offended since your fundamental belief system precludes harming animals? A single image or idea can create many diferent feelings or interpretations. Consider the diversity within your own organization, campus, or community. Does everyone agree on what is appropriate, acceptable, appetizing, or attractive? An image pleasing to one group of people may alienate or even seriously offend many others. Something as simple as color may elicit dramatically different mental images. For example, in the U.S., white is generally associated with purity, but in Japan it represents death (Chau et al, 2002).

Publication Date



Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2014.

Document Type


Department, Program, or Center

Accounting (SCB)


RIT – Main Campus