Consumers' reactions to global versus local advertising appeals : a test of culturally incongruent images in China

Lianxi ZHOU, Shing Chung, Patrick POON, Haizhong WANG

Research output: Journal PublicationsJournal Article (refereed)

14 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)561-568
Number of pages8
JournalJournal of Business Research
Volume68
Issue number3
DOIs
Publication statusPublished - 1 Mar 2015

Bibliographical note

Paper presented at the 8th Meeting of the Royal-Bank-International-Research-Seminar, Jun 08-10, 2012, Shanghai Jiao Tong University, Shanghai, China.

Keywords

  • China
  • Global consumer culture
  • Marketing communication
  • Persuasion knowledge

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