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Why are there cross-national differences in response to comparative advertising?: some mediators
- Source :
- Journal of Marketing Communications. 24:569-587
- Publication Year :
- 2016
- Publisher :
- Informa UK Limited, 2016.
-
Abstract
- This study conducted a lab experiment in the US and South Korea to test cross-national differences in response to comparative versus non-comparative Facebook advertising messages. Consistent with prior research, this study found that comparative ads resulted in more positive attitudinal responses among Americans, whereas non-comparative ads resulted in more positive attitudinal responses among Koreans. Results of multiple mediation tests showed that Americans showed more positive responses to a comparative ad message because the message was perceived to be more assertive than a non-comparative ad message, whereas Koreans showed more negative responses to a comparative ad message because the message was perceived to be less considerate than a comparative ad message. This study has important theoretical implications by testing multiple mediators for comparative ad effects; and also has practical implications for cultural adaptation marketing strategies.
- Subjects :
- Marketing
Mediation (Marxist theory and media studies)
media_common.quotation_subject
05 social sciences
050109 social psychology
Test (assessment)
0502 economics and business
Comparative advertising
050211 marketing
0501 psychology and cognitive sciences
Assertiveness
Business and International Management
Psychology
Social psychology
Practical implications
Cross national
media_common
Subjects
Details
- ISSN :
- 14664445 and 13527266
- Volume :
- 24
- Database :
- OpenAIRE
- Journal :
- Journal of Marketing Communications
- Accession number :
- edsair.doi...........d7b6745fa108da5539a7964471dd9123