Title

Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians : evidence from the PRC

Document Type

Journal article

Source Publication

Asia Pacific Business Review

Publication Date

1-1-2013

Volume

19

Issue

1

First Page

16

Last Page

31

Keywords

advertising, Asia, China, cognitive style, consumer attitudes, international marketing

Abstract

Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.

DOI

10.1080/13602381.2011.626967

Print ISSN

13602381

E-ISSN

1743792X

Publisher Statement

Copyright © 2013 Taylor & Francis

Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Cui, G., Liu, H., Yang, X., & Wang, H. (2013). Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC. Asia Pacific Business Review, 19(1), 16-31. doi: 10.1080/13602381.2011.626967