Consumers' reactions to global versus local advertising appeals : a test of culturally incongruent images in China
Document Type
Journal article
Source Publication
Journal of Business Research
Publication Date
3-1-2015
Volume
68
Issue
3
First Page
561
Last Page
568
Keywords
China, Global consumer culture, Marketing communication, Persuasion knowledge
Abstract
This study experimentally examines consumers' reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how advertising image incongruence in the globalized marketing communication context of China may lead to consumers' use of persuasion knowledge (i.e., beliefs about the agent''s persuasive tactics) and result in unfavorable attitudes toward the advertisements. This research contributes to a better understanding of the interplay between global and local consumer cultures in a globalized marketplace.
DOI
10.1016/j.jbusres.2014.09.006
Print ISSN
01482963
E-ISSN
18737978
Publisher Statement
Copyright © 2014 Elsevier Inc
Access to external full text or publisher's version may require subscription.
Additional Information
Paper presented at the 8th Meeting of the Royal-Bank-International-Research-Seminar, Jun 08-10, 2012, Shanghai Jiao Tong University, Shanghai, China.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Zhou, L., Poon, P., & Wang, H. (2015). Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China. Journal of Business Research, 68(3), 561-568. doi: 10.1016/j.jbusres.2014.09.006