Journal ArticleDOI
Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC
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TLDR
Wang et al. as mentioned in this paper proposed a congruency activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements and found that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions.Abstract:
Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.read more
Citations
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Culture and cognition
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References
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Journal ArticleDOI
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
TL;DR: This article found that manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a higher impact under low than high involvement.
Journal ArticleDOI
Culture and systems of thought: holistic versus analytic cognition.
TL;DR: The authors find East Asians to be holistic, attending to the entire field and assigning causality to it, making relatively little use of categories and formal logic, and relying on "dialectical" reasoning, whereas Westerners are more analytic.
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TL;DR: In this paper, the authors present a general framework for understanding attitude change processes, including the message-learning approach and the self-persuasion approach, as well as other approaches.
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Explaining Culture: A Naturalistic Approach
TL;DR: In this paper, the authors present an approach towards an epidemiology of representations in the context of anthropology and psychology, and discuss the importance of mental modularity and cultural diversity in cultural evolution.
Journal ArticleDOI
Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis
TL;DR: A meta-analysis of pairwise relationships involving attitude toward the ad was conducted by as discussed by the authors, where correlations across studies are analyzed and reported. But the results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes.
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