Congruency of humour and cultural values in print ads

Laroche, Michel; Nepomuceno, Marcelo Vinhal; Richard, Marie Odile

doi:10.2501/ija-33-4-681-705

Cited by 32 publications

(15 citation statements)

References 58 publications

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“…The literature suggests that in the area of consumer behaviour, Schwartz's less exploited theory of human values may deliver richer findings than Hofstede's model (Laroche et al., 2014). The results of the current study have theoretical implications that benefit cross‐national consumer research in several ways.…”

Section: Discussionmentioning

confidence: 99%

“…To the authors' knowledge, no previous research has analysed the relationship between Schwartz's individual value structure and SB attitude. A small number of previous studies focused on the relationship of Schwartz's values to product preference (Allen, 2001), purchase intention (Grunert & Juhl, 1995; Lucian, 2017; Rubera et al., 2011; Vassallo & Saba, 2015; Yamoah et al., 2016), the social aspect of purchases (Ackerman & Tellis, 2001), patterns of Internet use (Hartman et al., 2006) or the consumption of commercial information (Laroche et al., 2014). The proposed model specifically focuses on the conceptualization of Schwartz's values as background factors in the formation of a shopper's SB attitude.…”

Section: Conceptual Background and Theoretical Modelmentioning

confidence: 99%

“…Laroche et al. (2014) have asserted that empirical models derived from the application of this less‐exploited theory may deliver findings that could have been neglected in studies based on the more broadly used Hofstede's framework. From a practical perspective, the resulting cross‐country differences in individual values, as well as SB attitudes, may indicate how retailers can best impact the positive affective response of smart shoppers to their brands across countries.…”

Section: Introductionmentioning

confidence: 99%

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The thrill of a smart purchase: Does country matter?

Quiñones

Suárez

Yagüe

2021

Int J Consumer Studies

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The purpose of this article is to investigate the relationship of Schwartz's theory of basic individual values to smart shoppers' predisposition to purchase store brands, considering the mediating role of the smart shopper self‐concept and the moderating role of the country of origin. After an initial qualitative analysis, survey data were collected from a sample of 868 shoppers in four western countries (Spain, France, Germany and the United States). Then, a series of statistical estimations was developed through structural equation modelling. The results of these sequential models showed metric equivalence, providing a basis for generating valid comparisons among the four countries. The final findings corroborate the idea that the individual's value structure has a direct and positive effect on the smart shopper self‐concept and that this effect in turn influences the shopper's attitude towards store brands. The results also show that although the dimensions of the buyers' value structures are cross‐country invariant, the set of values that best define smart shoppers differs significantly by country. Mixed results are found when the relationship between the smart shopper self‐concept and the attitude towards store brands is analysed for each individual country. These outcomes offer international retail managers guidance on how to best stimulate smart shoppers' positive responses towards store brands.

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Section: Discussionmentioning

confidence: 99%

Section: Conceptual Background and Theoretical Modelmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The thrill of a smart purchase: Does country matter?

Quiñones

Suárez

Yagüe

2021

Int J Consumer Studies

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“…American consumers tend to focus on the functional benefits of a product in promotional messages, while French consumers are more likely to focus on the symbolic and emotional meanings (Gould et al , 2000). Americans are more likely to respond positively to advertisements that use humor and sexual appeals, while French consumers might find these types of appeals less effective (Laroche et al , 2014). Even the type of humor each group finds appealing is different among French and American consumers.…”

Section: Conceptualization and Hypotheses Developmentmentioning

confidence: 99%

“…In contrast, cultures with high uncertainty avoidance exhibit a stronger need for security, seeking predictability and avoiding ambiguity (De Mooij, 2001). Such variations in uncertainty avoidance have significant implications for how consumers interpret meaning in marketing messages and respond to advertising appeals (Gould et al , 2000; Laroche et al , 2014).…”

Section: Introductionmentioning

confidence: 99%

A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand

Shahriari,

Abbassi,

Torres

et al. 2023

JCM

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Purpose The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (Aad) and attitude toward the brand (Abrand) formation. Design/methodology/approach In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their Aad, Abrand, comprehension, uncertainty avoidance and demographics. Findings Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and Aad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable Aad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of Aad in the relationship between comprehension and Abrand. Research limitations/implications The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans. Practical implications This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede’s cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming Aad and Abrand. Originality/value This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor.

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When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès

Freire

Loussaïef

2018

Corp Soc Responsibility Env

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In a controversial context, luxury houses have followed the ancestral values of artisanal production, with respect for materials, the environment, and people, thereby facilitating their current application of the principles promoted by Corporate Social Responsibility (CSR). They used to publish their CSR results in their annual reports and via their websites but can also do it implicitly through their advertisements. For the first time, the advertising creation and decoding process together with a semiotic analysis of two Louis Vuitton and Hermès advertisements bring out the semiotic wealth of the discourse of the images and the identity narratives of each label, as well as listing the implicit identity values of luxury and linking them to the various principles of CSR. Copyright © 2018 John Wiley & Sons, Ltd and ERP Environment

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Congruency of humour and cultural values in print ads

Cited by 32 publications

References 58 publications

The thrill of a smart purchase: Does country matter?

The thrill of a smart purchase: Does country matter?

A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand

When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès

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