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| Author: | Brumbaugh, A.M. |
| Title: | Source and nonsource cues in advertising and their effects on the activation of cultural and subcultural knowledge on the route to persuasion |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 29:2, p. 258-269 |
| Index terms: | Advertising Consumer behaviour Culture Communication Psychology |
| Language: | eng |
| Abstract: | This article examines how advertisements (ads) with different combinations of source and nonsource cues activate culture-bound cognitions among members of a dominant culture and members of a subculture within that dominant culture. As participants in both the dominant culture and their own subculture, members of subcultures are posited to possess knowledge of both groups. Results of an experiment show that dominant culture source cues activate highly internalized dominant cultural models for all participants, leading to self-referencing and favourable ad attitudes. However, subculture source and nonsource cues interact to activate subcultural knowledge, induce self-referencing, and enhance ad attitudes only among members of the subculture. |
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