Content Order in Advertising and Thinking Styles: A Cross-Cultural Study of the United States and South Korea

Jang, Jung Min; Shin, Sohyoun

doi:10.1080/00913367.2019.1663319

Cited by 8 publications

(20 citation statements)

References 62 publications

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“…One of the studies conducted by Jang & Shin (2019) demonstrated the cultural differences in advertisement attentions between Korean consumers and the United States consumers. In this present study, the experiment about attention between different consumers was tested where the participants were recruited from distinct cultures which are from South Koreans and the United States respectively for three experimental types of research.…”

Section: Holistic Thinking Style and Analytic Thinking Style In Attentionmentioning

confidence: 99%

“…Humans in different cultures have adopted different cognitive views to adapt themselves in the culture such as norms, values, and beliefs which are the products of the cognitive process. According to Hofstede (1980) in Jang et al (2019), among the 53 countries studied, the United States was considered the most individualistic country while South Korea was considered a highly collectivist country. As one of the collectivist countries that emphasize the community, South Korea reflects a holistic thinking style when communicating while Western countries such as the United States reflect more on analytic thinking style as they use more direct and noncontextual communications (Francesco et al, 2005;Hall, 1976 as cited in Jang et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…According to Hofstede (1980) in Jang et al (2019), among the 53 countries studied, the United States was considered the most individualistic country while South Korea was considered a highly collectivist country. As one of the collectivist countries that emphasize the community, South Korea reflects a holistic thinking style when communicating while Western countries such as the United States reflect more on analytic thinking style as they use more direct and noncontextual communications (Francesco et al, 2005;Hall, 1976 as cited in Jang et al, 2019). Holistic thinkers often connect objects and perceive the existence of causal influence for subsequent events for the object while analytic thinkers are more independent and detached when viewing or explaining an object which is more prevalent in Western cultures (Jang et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…As one of the collectivist countries that emphasize the community, South Korea reflects a holistic thinking style when communicating while Western countries such as the United States reflect more on analytic thinking style as they use more direct and noncontextual communications (Francesco et al, 2005;Hall, 1976 as cited in Jang et al, 2019). Holistic thinkers often connect objects and perceive the existence of causal influence for subsequent events for the object while analytic thinkers are more independent and detached when viewing or explaining an object which is more prevalent in Western cultures (Jang et al, 2019). There have been previous researches on these two thinking styles in the cross-cultural study.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Attention, Perception, Memory, and Creativity: Understanding the Impact of Culture and Their Diversity in Cognitive Processes

Motevalli¹,

Hamzah²,

Michael³

2021

IJARPED

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The purpose of the review article is to deepen the understanding of cultural diversity in terms of cognitive processes to avoid cultural conflicts such as misunderstanding and miscommunication. In this review, we found that there is a link that connected some cognitive processes with culture from various perspectives in our recent findings. The overall research findings suggested that there are pieces of evidence of how culture can play a role and differ from other cultures in cognitive processes such as perception, attention, memory, and creativity. Evaluation and the measurement of the culture and cognition by the researchers in the studies were included in this review together with the results of the findings and some future implications for further research proposed by the researchers of the study in some studies reviewed. We will also review how people of various cultures adapt their cognition which differs them from other cultures in some studies. In conclusion, we hope that more factors should be considered for cross-cultural studies in cognition, and further critical interpretation is needed in this review article to made people realize the diversity of cognition in culture and accept it.

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Section: Holistic Thinking Style and Analytic Thinking Style In Attentionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Attention, Perception, Memory, and Creativity: Understanding the Impact of Culture and Their Diversity in Cognitive Processes

Motevalli¹,

Hamzah²,

Michael³

2021

IJARPED

View full text Add to dashboard Cite

show abstract

“…Addressing different cognitive styles between U.S. and South Korean consumers, Jang and Shin (2019) examine the implications for effective advertising creative in each country. Through three studies, these authors show that U.S. consumers tend to think more analytically, focusing on an individual object independent of its context.…”

mentioning

confidence: 99%

Advertising in Asia: Theories and Implications for Practice

Chang

Lee

Liu‐Thompkins

2019

Journal of Advertising

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Ad spending in the Asia-Pacific region is estimated to have reached $210.43 billion in 2018, or 33.5% of worldwide ad spending (McNair 2018). The importance of Asian markets and the uniqueness of cultures in Asia have attracted significant research attention. Even though this body of research thus far has contributed to our initial knowledge of advertising in Asia, the question of how advertising works in Asia remains relatively underexplored, such that many complex distinctions and unique elements have not been discovered or documented in a systematic and comprehensive manner. As most advertising theories have been developed in the West, scholars are often challenged to find strong support for them when they are applied to phenomena in Asia. Without a systematic effort to cultivate pertinent theories applicable to different sociocultural economic settings, we are left with only broad notions of how advertising works in Asia. It was with these notions in mind that we embarked on this special issue for the Journal of Advertising.

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Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

Özer

Ekinci

et al. 2022

Psychology and Marketing

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The study tested a celebrity endorsement model to investigate the direct and indirect influences of celebrity attachment on brand loyalty across two culturally distinct countries: The United Kingdom and Turkiye. The survey was completed by 626 respondents and the data were analyzed using structural equation modeling. The findings show that celebrity attachment positively influences actual self‐congruence, ideal self‐congruence, brand quality, and brand attachment. Brand attachment mediates the effect of celebrity attachment on brand loyalty. Furthermore, the effectiveness of the celebrity endorsement process differs between British and Turkish consumers. Our research complements the meaning transfer model as it confirms that the celebrity endorsement process is influenced by two attachment objects: celebrities and brands. A follow‐up study with text mining analysis of the consumer comments about the product reviews posted by social media influencers (SMIs) supported the validity of the celebrity endorsement model. Practitioners should consider the consumer's emotional and cognitive bonding with celebrities, and brands to enhance the effectiveness of the celebrity endorsement process. The more consumers are attached to celebrities (or SMIs) and brands, the more loyal they become to the latter.

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Content Order in Advertising and Thinking Styles: A Cross-Cultural Study of the United States and South Korea

Cited by 8 publications

References 62 publications

Attention, Perception, Memory, and Creativity: Understanding the Impact of Culture and Their Diversity in Cognitive Processes

Attention, Perception, Memory, and Creativity: Understanding the Impact of Culture and Their Diversity in Cognitive Processes

Advertising in Asia: Theories and Implications for Practice

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

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