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Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China

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  • Zhou, Lianxi
  • Poon, Patrick
  • Wang, Haizhong

Abstract

This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how advertising image incongruence in the globalized marketing communication context of China may lead to consumers' use of persuasion knowledge (i.e., beliefs about the agent’'s persuasive tactics) and result in unfavorable attitudes toward the advertisements. This research contributes to a better understanding of the interplay between global and local consumer cultures in a globalized marketplace.

Suggested Citation

  • Zhou, Lianxi & Poon, Patrick & Wang, Haizhong, 2015. "Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China," Journal of Business Research, Elsevier, vol. 68(3), pages 561-568.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:561-568
    DOI: 10.1016/j.jbusres.2014.09.006
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    References listed on IDEAS

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    2. Pradip H. Sadarangani & Anup Krishnamurthy & Richard P. Bagozzi, 2017. "Shared Consumer Needs Across India and China: A Path to Global Advertising of Services?," Management International Review, Springer, vol. 57(3), pages 473-500, June.
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    6. Robert Nowacki, 2021. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 15(4), December.

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