 Source and Nonsource Cues in Advertising and Their Effects on the Activation of Cultural and Subcultural Knowledge on the Route to PersuasionAnne M Brumbaugh Journal of Consumer Research, 2002, vol. 29, issue 2, 258-69 Abstract: This article examines how ads with different combinations of source and nonsource cues activate culture-bound cognitions among members of a dominant culture and members of a subculture within that dominant culture. As participants in both the dominant culture and their own subculture, members of subcultures are posited to possess knowledge of both groups. As such, their reactions to mainstream advertising are expected to be similar to those of members of the dominant culture. However, because members of the dominant culture are not as familiar with the subculture, their reactions to cues contained in subculture-targeted ads will differ from those of members of the subculture. Results of an experiment show that dominant culture source cues activate highly internalized dominant cultural models for all participants, leading to self-referencing and favorable ad attitudes. However, subculture source and nonsource cues interact to activate subcultural knowledge, induce self-referencing, and enhance ad attitudes only among members of the subculture. Copyright 2002 by the University of Chicago. Date: 2002 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:29:y:2002:i:2:p:258-69 Access Statistics for this article Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood More articles in Journal of Consumer Research from Journal of Consumer Research Inc. |
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