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| Tekijä: | Terlutter, R. Diehl, S. Mueller, B. |
| Otsikko: | The cultural dimension of assertiveness in cross-cultural advertising: The perception and evaluation of assertive advertising appeals |
| Lehti: | International Journal of Advertising
2010 : AUG, VOL. 29:3, p. 369-400 |
| Asiasana: | cross-cultural studies culture advertising research consumer research international marketing |
| Kieli: | eng |
| Tiivistelmä: | The article presents a conceptual model that attempts to explain the impact of the cultural dimension of assertiveness on the perception and evaluation of a standardised advertisement. The basic concept of the model is that a given standardised advertising stimulus is likely to be perceived and evaluated differently in various cultures, depending on the level of importance that individuals place on assertiveness as well as the level of assertiveness in the environment surrounding that individual. The study applies the GLOBE framework of cultural dimensions to advertising research and surveys consumers in the US, Germany, UK, Austria and Argentina. Results reveal, among others, that assertiveness is a favourable cultural dimension for advertising purposes. |
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