The influence of culture on advertising effectiveness in China and the USA

European Journal of Marketing - Tập 31 Số 2 - Trang 134-149 - 1997
YongZhang1, James P.Neelankavil1
1Department of Marketing and International Business, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA

Tóm tắt

Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism‐collectivism dimension are hypothesized to affect people’s reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally‐congruent advertising appeals. Discusses the implications of the findings.

Từ khóa


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European Journal of Marketing

Tập 31 Số 2

134-149

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