| Author: | Rustogi, H. Hensel, P. Burgers, W. |
| Title: | The link between personal values and advertising appeals: cross-cultural barriers to standardized global advertising |
| Journal: | Journal of Euromarketing
1996 : VOL. 5:4, p. 57-79 |
| Index terms: | MARKETING ADVERTISING STANDARDS |
| Language: | eng |
| Abstract: | Across the two very different cultures of India and the United States, this study examines and contrasts the relationship between personal values on the one hand and attitudes toward sex and humor advertising appeals on the other hand. Application and testing of the Scott-Lamont hierarchical values models shows that in India and U.S. people hold generally the same broad range of personal values, be it in different degree; however, one set of personal values will influence attitudes toward a given advertising appeal, at times they do so in opposite directions. |
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