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
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
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