Cultural values and personal selling: a comparison of Australian and Hong Kong retailers' promotion preferences (original) (raw)
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Contemporary Economics, 2021
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DETERMINANTS OF ADVERTISING ATTITUDES: THE INFLUENCE OF CULTURAL AND ENVIRONMENTAL CONTEXT
Understanding consumer attitudes toward advertising and the factors shaping these attitudes are essential for mounting an effective promotional campaign. This paper examines the determinants of adverting attitudes in a different cultural and country setting. Saudi Arabia, which is the largest nation in the Arab region, has been chosen for this study. Empirical research is used to determine the factors underlying attitudes toward advertising. Results based on a survey of consumers indicate that consumers’ attitudes towards advertising are mainly influenced by their attitude towards the institution of advertising and the advertising techniques used. Other findings and their implications are discussed. This study makes a valuable contribution to literature given the growing importance of the market in Saudi Arabia, and the efforts marketing and advertising firms have been making to have a better understanding of consumer attitudes. Key words: Consumer attitudes, advertising, advertising effectiveness, Saudi Arabia
Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals
Journal of international consumer marketing, 2011
The distinction between vertical (emphasizing hierarchy) and horizontal (valuing equality) cultures yields novel predictions regarding the prevalence of advertising appeals. A content analysis of 1211 magazine advertisements in five countries (Denmark, Korea, Poland, Russia, U.S.) revealed differences in ad content that underscore the value of this distinction. Patterns in the degree to which ads emphasized status benefits and uniqueness benefits corresponded to the countries' vertical/horizontal cultural classification. These and other patterns of ad benefits are analyzed and the predictions afforded by the vertical/horizontal distinction versus the broader individualism-collectivism distinction are compared and tested.
Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea
International Marketing Review, 2005
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Cross‐cultural Differences in TV advertising appeals : A comparison of South Korea and Russia
The Korean Journal of Advertising, 2013
Despite the fact that cross‐cultural comparative research in advertisingis gradually increasing, only a few studies comparing the advertising betweenSouth Korea and Russia have been conducted. The purpose of thisstudy is to analyze how cultural characteristics between both nations arereflected in TV advertising. Therefore, Cultural Dimensions ofHofstede(1990) have been utilized in order to acquire the theoreticalground for the relationship between cultural values and TV advertising.We cross‐analyzed differences shown in TV advertising in Korea andRussia using 4 categories, Power Distance, Individualism/Collectivism,Masculinity/Feminity and Uncertainty Avoidance, which are all part ofHofstede’s cultural dimensions. This study was also done to determine ifcultural values varied between product categories.After analyzing a total of 660 TV commercials based on Pollay’s categories(1983), it was also proven that some significant differences exist andthat value appeals varied depending on product categories. This researchis expected to help in academic theories and working‐level practices as wellas provide effective strategies for creating international advertisements.
Cross-Cultural Models in International Advertising and Consumer Behavior Research
Proceedings of the International Conference on Language Politeness (ICLP 2020), 2021
Past advertising and marketing research has employed two distinct approaches to understanding consumer behavior. Some studies have used the informational social influence approach by operationalizing the consumer behavior outcome domain as a psychological phenomenon wherein individuals are intended to adopt the actions of others to replicate the accurate behavior in a specified condition. This is contrasted with the cultural approach that advocates normative influence where an individual conforms to be adored or accepted by others. This study is inclined to shed light on the cultural approach wherein conformity is an influence involving a change in consumer behavior to align with normative standards. It is also a common and pervasive approach to define the domains of cross-cultural advertising studies wherein norm-congruence is used in defining the influences on consumption patterns. For a better description, in the case of cultural values incongruence, an individual is persuaded to do somewhat that they might not intend to do but which they distinguish as "necessary" to retain a positive relationship with his/her associated members of a particular group or culture. Thus, the conformity approach generally consequences from identification with the group associates or from compliance of some associates to appease others. The study offered a direction for future international advertising research to tap the cultural influences by using GLOBE dimensions.
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This research paper tries to analyze and compare different Indian & U.S. based advertisements which have created an impact on the society or else have tried to enlighten the society for its betterment. It judges the advertisements on different parameters and their elements, so as to recognize the aspects and constraints of the society and the cultural differences existing between U.S.A. and India which make various advertisements with social appeals successful or unsuccessful.