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| Author: | Leach, M. P. Liu, A. H. |
| Title: | The use of culturally relevant stimuli in international advertising |
| Journal: | Psychology & Marketing
1998 : SEP, VOL. 15:6, p. 523-546 |
| Index terms: | ADVERTISING INTERNATIONAL MARKETING CULTURE COUNTRY COMPARISONS |
| Freeterms: | INTERNATIONAL ADVERTISING |
| Language: | eng |
| Abstract: | International marketers increasingly incorporate cultural aspects in advertising. Little is known about how these aspects are interpreted by the intended audience, or if their impact is universal for all members of the target culture. It is purposed that when a norm is incorporated in an ad, members whose self-concept is congruent with the norms of their culture will use normative rules to evaluate an advertised brand, and conversely among members whose self-concept is deviant from their culture, advertisements incorporating norms will stimulate cognitive elaboration. An empirical example investigates the use of cultural norms in advertising within two divergent cultures. |
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