Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries

Albers-Miller, Nancy D.; Gelb, Betsy D.

doi:10.1080/00913367.1996.10673512

Cited by 273 publications

(257 citation statements)

References 18 publications

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“…On the other hand, high uncertainty avoidance and low power distance tourists categorised as groups of individuals who view an organization as a well-oiled machine (Hofstede, 1985) experience a sense of apathy to the advertising signals used by such organizations. Past research shows that the firms which use advertising appeals such as ornamental and status are more likely to be effective with high power distance societies, and firms which use advertising appeals such as magic and untamed are more likely to be effective with high uncertainty avoidance societies (Albers-Miller and Gelb, 1996). This study extends this literature by identifying the optimal levels of advertising promises (many or few) according to the individuals' cultural value orientations and commonalities in their interpretations of advertising promises.…”

Section: Discussion and Contributionssupporting

confidence: 54%

“…This indicates that the effects of advertisements carried out by newer hotels are likely to create a higher impact among their prospective high power distance tourists in developing service expectations. Research suggests that any advertising that uses expensive symbols, promotes higher social status are likely to influence power, wealth, and elitism aspirations of high power distance individuals (Albers-Miller and Gelb, 1996). Therefore, when an unfamiliar hotel uses many service promises through its advertising such as availability of spas, golden beaches for its customers, rock-climbing facilities within the hotel premises, then such signals promote the sense of exclusivity, elitism, and higher place in the society among the high power distance tourists as compared to the low power distance tourists.…”

Section: Power Distancementioning

confidence: 99%

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Expectation Formation in Case of Newer Hotels

Nath

Devlin²,

Reid³

2014

Journal of Travel Research

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Advertisement and price cues are important sources of information, which influence tourists when forming service expectations, particularly in the case of newer hotels. However, it is not clear if such hotels need to promise more or less through their advertisement; or price high or low through their price cues. Extant research is also uncertain about the role of culture (uncertainty avoidance and power distance) in moderating the impact of advertisement and price cues on expectations. Using an experimental setup with 218 tourists from three different countries, this study finds that a newer hotel is likely to be better off by offering more service promises through its advertising and high price cues to its prospective visitors. The results suggest that culture influences how tourists process advertising cues but has no influence on price cues. The study provides insights for managers on how to develop a segmentation strategy using the cultural profiles of tourists.

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Section: Discussion and Contributionssupporting

confidence: 54%

Section: Power Distancementioning

confidence: 99%

Expectation Formation in Case of Newer Hotels

Nath

Devlin²,

Reid³

2014

Journal of Travel Research

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“…Overwhelmingly, these studies have dealt with how advertising differs across countries or how consumers from different countries are similar or different with respect to some set of variables. For example, Albers-Miller and Gelb (1996) investigated whether advertising appeals differed across 11 countries in ways that would be expected, given differences in cultural values. Gracia and Albisu (2001) found that food preferences and habits differed across European countries, concluding that the countries are not as similar as is often expected.…”

Section: Introductionmentioning

confidence: 98%

An exploratory study of consumer style: country differences and international segments

McCarty

Horn²,

Szenasy³

et al. 2007

J of Consumer Behaviour

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An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi-country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption.

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“…Past research revealed that appeals in advertisements and cultural values often relate in a non-random way (Albers-Miller and Gelb 1996) and that culturally congruent appeals are more effective in general (Zhang and Gelb 1996). As with any other appeal, sex appeal may be perceived positively by some groups of people or by a country and negatively by others.…”

Section: Culture Sub-culture Ethnicity and Advertisingmentioning

confidence: 99%

Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

Veloutsou

Ahmed

2005

Journal of Promotion Management

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The aim of this research, is to provide empirical data to either support or challenge the view that subculture has an impact on how sex appeal in advertising is perceived. It looks at young females of two specific British subcultural groups, Anglo-Saxon and Asian-Islamic British. It reveals that there are differences in the perception of sex appeal, since the Asian-Islamic British have a rather more negative attitude towards this particular appeal, while the Anglo-Saxon have a much more positive attitude towards it.

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Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries

Cited by 273 publications

References 18 publications

Expectation Formation in Case of Newer Hotels

Expectation Formation in Case of Newer Hotels

An exploratory study of consumer style: country differences and international segments

Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

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