How to craft humorous advertisements across diverse cultures? Multi‐country insights from Brazilian, Chinese and American consumers

Zhu, Ying; Wang, Valerie Lynette; Wang, Yong J.; Wei, Joicey

doi:10.1111/ijcs.12720

Cited by 6 publications

(6 citation statements)

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“…Sixth, humour is a culturally bounded phenomenon in that the content of popular or appreciated humour varies widely across cultures (Crawford & Gregory, 2015), such that what is considered as funny in one country may not be well received in another country (Duncan, 1982). For instance, Zhu et al (2022) find that consumers from collectivistic cultures (e.g., China, Brazil) demonstrate more favourable attitudes towards and perceive greater humour from ads using affiliative humour than those from individualistic cultures (e.g., United States, Sweden). Since this study was conducted in the United States, where the individualistic culture is prevalent, it is worth investigating whether the effects found in this study persist across different countries and cultures.…”

Section: Discussionmentioning

confidence: 99%

“…For instance, Zhu et al (2022) find that consumers from collectivistic cultures (e.g., China, Brazil) demonstrate more favourable attitudes towards and perceive greater humour from ads using affiliative humour than those from individualistic cultures (e.g., United States, Sweden). Since this study was conducted in the United States, where the individualistic culture is prevalent, it is worth investigating whether the effects found in this study persist across different countries and cultures.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

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The influence of chatbot humour on consumer evaluations of services

Shin

Bunosso

Levine

2022

Int J Consumer Studies

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Technological advances have enabled firms to automate customer service by employing artificial intelligence (AI) chatbots. Despite their many potential benefits, interactions with chatbots may still feel machine‐like and cold. The current study proposes the use of humour by chatbots as a gateway to humanizing them and thereby enhancing the customer experience. Across three experimental studies, the results reveal that (i) the use of humour enhances service satisfaction when it is used by a chatbot but not when it is used by a human agent, (ii) this chatbot humour effect is serially mediated by enhanced perceptions of anthropomorphism and interestingness of the interactions with the chatbot, and (iii) whilst both positively and negatively valenced chatbot humour may enhance the interestingness of the interactions, socially appropriate (i.e., affiliative) humour as opposed to inappropriate (i.e., aggressive) humour leads to enhanced service satisfaction. This study extends the understanding of the humanization processes of chatbots and provides guidelines for how firms should use chatbot humour to positively influence consumers' service satisfaction.

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Section: Discussionmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 99%

The influence of chatbot humour on consumer evaluations of services

Shin

Bunosso

Levine

2022

Int J Consumer Studies

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“…In addition, social exchange theory has been widely adopted to examine attitudes in relational societies such as China (Shore et al, 2009;Duan et al, 2022). Collectivism is one of China's most widely researched cultural characteristics (Zhu et al, 2022;Zhang et al, 2022), which can also be used to distinguish between individuals in the same cultural context. Thus, as an individual variable, collectivism may moderate the relationship between perceived CSR and job performance (via perceived organizational support), in line with social exchange theory.…”

Section: Social Exchange Theorymentioning

confidence: 99%

Micro understanding of the macro: employee perception, corporate social responsibility and job performance

Wang,

Zhang,

et al. 2024

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PurposeThis study was aimed at obtaining a micro understanding of corporate social responsibility (CSR) by investigating the effect of perceived CSR on job performance. Especially, an attempt is made to explore the mediating role of perceived organizational support and the moderating role of collectivism on the relationship between perceived CSR and job performance.Design/methodology/approachThis study collected questionnaire data from 219 employees of Chinese manufacturing firms, then used hierarchical multiple regression analysis to test our theoretical model.FindingsOur empirical results demonstrate that perceived internal and perceived external CSR are positively associated with job performance. In addition, perceived organizational support mediates the relationship between perceived CSR and job performance, and collectivism positively moderates the relationship between perceived external CSR and perceived organizational support.Practical implicationsThis study highlights the importance of adopting various strategies to conduct CSR practices, enhancing perceived organizational support and leveraging employee collectivism, which would be beneficial to improve job performance.Originality/valueThis study reveals employees’ underlying attitudes and behaviors responses to perceived CSR, thereby deepening the micro understanding of CSR. In addition, it extends the literature on social exchange theory by dividing perceived CSR into perceived internal and perceived external CSR and exploring their separate effects on job performance. Moreover, the study reveals the mediating role of perceived organizational support and the moderating role of collectivism, enriching the knowledge based on social exchange theory.

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“…Lascu et al (2016), for example, compared online fashion magazine advertisements in France and the USA in terms of needs appeals, emotional appeals, and sex appeals and found that emotional advertising was more preponderant in French advertisements, whereas sexual advertising was more preponderant in US advertisements. Zhu et al (2022) studied the moderating role of cultural orientation on the relationship between humor styles and consumers' attitudes towards humorous ads and found that consumers from individualist-collectivist and with high/low uncertainty avoidance countries have different favorable attitudes towards and perceive greater humor from affectevoking humorous ads. Ashraf et al (2020) examined corporate and product advertising by examining consumer ad involvement (AI) levels (a motivational state activated by the personal relevance of stimuli and found that developed market consumers (USA) tend to be as involved with corporate ads as they are with product ads, whereas emerging market consumers (Pakistan) are more involved with product ads than with corporate ads.…”

Section: Advertising Research In Cross-cultural Contextmentioning

confidence: 99%

“…Zhu et al. (2022) studied the moderating role of cultural orientation on the relationship between humor styles and consumers' attitudes towards humorous ads and found that consumers from individualist–collectivist and with high/low uncertainty avoidance countries have different favorable attitudes towards and perceive greater humor from affect‐evoking humorous ads. Ashraf et al.…”

Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

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When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

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How to craft humorous advertisements across diverse cultures? Multi‐country insights from Brazilian, Chinese and American consumers

Cited by 6 publications

References 100 publications

The influence of chatbot humour on consumer evaluations of services

The influence of chatbot humour on consumer evaluations of services

Micro understanding of the macro: employee perception, corporate social responsibility and job performance

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

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