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    题名: Cultural Differences in Ad Persuasion
    作者: Chang, Chingching
    張卿卿
    贡献者: 廣告系
    日期: 2010
    上传时间: 2015-09-02 15:33:41 (UTC+8)
    摘要: Early research paradigms in cross-cultural advertising literature pertain to how underlying cultural values may be reflected in advertising content and demonstrate that advertising content (e.g., creative strategies, information content, appeals) varies across cultures (Albers-Miller & Gelb, 1996; Cho et al., 1999; Zandpour et al., 1994; Zandpour & Harich, 1996). However, an emerging research paradigm, exemplified in Chang's (2006, 2009a, 2009b, in press) research, suggests that not only do cultural values affect content or appeals in advertising, but they also account for systematic variation in advertising effects across cultures. The core assumption behind this new paradigm states that cultural value orientation and socialization determines the construction of a person's self-construal (Markus & Kitayama, 1991) and cognitive orientation (Nisbett, Peng, Choi & Norenzayan, 2001), which in turn influence people's responses to advertising information. Such culturally shaped cognition has four possible consequences for ad persuasion: First, cultures instill masculine and feminine values and affect how people in Taiwan and the United States respond differently to utilitarian and image appeals (Chang, 2006). Second, culturally shaped independent and interdependent concepts orient people differently toward assortment appeals (Chang, in press) and childlike ad portrayals (Chang & Li, in press). Third, culturally shaped self-regulatory foci determine consumers' responses to approach and avoidance ad appeals. Fourth, culturally shaped independent and interdependent self-concepts determine holistic versus analytical orientations and further affect how people in two cultures construct ad narratives (Chang, 2009). ..PAT.-Unpublished Manuscript
    關聯: Conference Papers -- International Communication Association, 2010, 1
    数据类型: conference
    显示于类别:[廣告學系] 會議論文

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