The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study, by Yong Zhang, James P. Neelankavil, European Journal of Marketing, Vol. 31 Iss: 2, pp.134 – 149(1997)
Author(s): Yong Zhang, (Department of Marketing and International Business, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA), James P. Neelankavil, (Department of Marketing and International Business, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA)
Citation: Yong Zhang, James P. Neelankavil, (1997) “The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study”, European Journal of Marketing, Vol. 31 Iss: 2, pp.134 – 149
Keywords: Advertising, China, National cultures, USA
Article type: Research paper
DOI: 10.1108/03090569710157106 (Permanent URL)
Publisher: MCB UP Ltd
Abstract: Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism-collectivism dimension are hypothesized to affect people’s reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally-congruent advertising appeals. Discusses the implications of the findings.