Title

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

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Full-text Version

Publisher’s Version

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