Consumer Distinctiveness and Advertising Persuasion
AbstractThis chapter discusses the significance of distinctiveness theory for understanding advertising persuasion in multicultural marketplaces. First, we define distinctiveness theory, reviewing the initial empirical tests that formed the distinctiveness postulate and describing its underlying psychological assumptions. We also discuss other research that extends various elements of distinctiveness theory and attests to its robustness. Then, we review consumer applications of distinctiveness theory, and link this discussion to our understanding of the psychological processes affecting advertising responses. Our goal is to demonstrate how powerful this distinctiveness construct is in understanding advertising persuasion among multicultural audiences. Finally, we suggest directions for future research that capitalize on and extend the distinctiveness construct.
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Bibliographic InfoPaper provided by Stanford University, Graduate School of Business in its series Research Papers with number 1735.
Date of creation: Jun 2002
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- Aaker, Jennifer L & Williams, Patti, 1998. " Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 241-61, December.
- McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
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