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.
Bibliographical notePaper presented at the 8th Meeting of the Royal-Bank-International-Research-Seminar, Jun 08-10, 2012, Shanghai Jiao Tong University, Shanghai, China.
- Global consumer culture
- Marketing communication
- Persuasion knowledge