Title

Culturally incongruent messages in international advertising

Document Type

Journal article

Source Publication

International Journal of Advertising

Publication Date

5-1-2012

Volume

31

Issue

2

First Page

355

Last Page

376

Abstract

This study investigates the effect of culturally incongruent messages in international advertising on consumer responses. The results of an experiment suggest that the type of cultural values (terminal vs instrumental) and ethnic background of models (foreign vs local) significantly moderate the effect of message congruency on attitude towards the advertisement, and such effect is mediated by the number of counter-arguments. Thus, culturally incongruent messages can be effective if they avoid conflict on a fundamental value or are positioned as originating from a foreign culture. Moreover, model background moderates the effect of message congruency on brand attitude and buying intention. These findings have meaningful implications for international marketing across societies of different cultural traditions.

DOI

10.2501/IJA-31-2-355-376

Print ISSN

02650487

Publisher Statement

Copyright © 2012 Advertising Association

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Recommended Citation

Cui, G., Yang, X., Wang, H., & Liu, H. (2012). Culturally incongruent messages in international advertising. International Journal of Advertising, 31(2), 355-376. doi: 10.2501/IJA-31-2-355-376