Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities
{"title":"Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities","authors":"M. Asim, Azmat Rasul, Donghee Shin","doi":"10.1080/17475759.2021.1966074","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across the United States. The results reflect that attitude formation patterns for Indians and Middle Easterners are dissimilar when they are exposed to advertisements containing actors with varied ethnicities","PeriodicalId":39189,"journal":{"name":"Journal of Intercultural Communication Research","volume":"51 1","pages":"22 - 41"},"PeriodicalIF":0.0000,"publicationDate":"2021-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Intercultural Communication Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/17475759.2021.1966074","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 1
Abstract
ABSTRACT This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across the United States. The results reflect that attitude formation patterns for Indians and Middle Easterners are dissimilar when they are exposed to advertisements containing actors with varied ethnicities
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
