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

Lianxi Zhou, Patrick Poon and Haizhong Wang

Journal of Business Research, 2015, vol. 68, issue 3, 561-568

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.

Keywords: Global consumer culture; Marketing communication; Persuasion knowledge; China (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:3:p:561-568

DOI: 10.1016/j.jbusres.2014.09.006

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