A Cross-Cultural Comparison of Direct Mail Receptivity

Laroche, Michel; Pons, Frank; Turmel, Andrée

doi:10.1300/j046v14n04_02

Cited by 11 publications

(9 citation statements)

References 36 publications

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“…Cross-cultural studies often assume cultural differences exist at an ethnic-group level, rather than directly measure and demonstrate these differences (Laroche et al, 2002). By contrast, the current study provides empirical evidence to confirm the popular assumption.…”

Section: Consumer Cultural Values and Ethnicitymentioning

confidence: 42%

“…There has been some consideration of this in previous studies. For example, it has been argued that "various cultural sub-groups should react differently to different promotion strategies" (Laroche et al, 2002) and that coupons are relatively less effective for African-Americans than Anglo-Americans (Green, 1995). Nevertheless, evidence at an ethnic-group level remains limited.…”

Section: Congruency Theory and Sales Promotionmentioning

confidence: 99%

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Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group level

Kwok

Uncles

2005

Journal of Product &Amp; Brand Management

104

109

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Purpose -Aims to examine the proposition that consumer sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This proposition is considered at the ethnic-group level (i.e. do differences in cultural values at this level have an impact on sales promotion effectiveness?). Design/methodology/approach -A quasi-experimental design is used to test a series of hypotheses based on a sample of Anglo-Australians and Chinese-Australians. The main experiment is informed by the results of two pretests. Findings -First, there are significant differences in consumer cultural values at an ethnic-group level. Second, despite these differences, ethnicity does not have a significant impact on responses to sales promotions. Third, the expected congruency effects between products and promotion types are not found.Research limitations/implications -Some of the detailed results match those reported in previous studies, but there are important differences too. Practical implications -There is a need to be aware of differing cultural values at an ethnic-group level. Notwithstanding this inference, the second finding suggests that there continues to be scope for using standardised strategies when promoting to different ethnic groups. Finally, considerable caution should be exercised when planning promotion strategies around hoped-for congruency effects. Originality/value -New light is cast on the relationship between consumer differences at an ethnic-group level and the effectiveness of various types of sales promotion for utilitarian and hedonic products.

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Section: Consumer Cultural Values and Ethnicitymentioning

confidence: 42%

Section: Congruency Theory and Sales Promotionmentioning

confidence: 99%

Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group level

Kwok

Uncles

2005

Journal of Product &Amp; Brand Management

104

109

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“…In particular, Laroche et al (2002) support the idea of different information processing routes depending on the culture considered. These results are context dependent but generally, it appears that Latin cultures usually prefer a more affective route, whereas North Americans adopt a more cognitive route to process information.…”

Section: The Moderating Role Of Culturementioning

confidence: 54%

“…Moreover, recent studies highlight additional cultural differences pertaining to satisfaction and service quality measurement Laroche et al, 2004) as well as information processing (Laroche et al, 2002). In particular, Laroche et al (2002) support the idea of different information processing routes depending on the culture considered.…”

Section: The Moderating Role Of Culturementioning

confidence: 79%

Cross-cultural differences in crowd assessment

Pons

Laroche

2007

Journal of Business Research

Self Cite

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“…In addition to consumer ethnocentrism, other cross-cultural consumer behavior topics may include the marketers' relationship to consumers (e.g., Laroche et al 2002, Hui & Au 2001, buyer behavior (e.g., Malhotra & McCort 2001, Carlson et al 1999, and consumer ethics (e.g., Erffmeyer et al 1999).…”

Section: Figure 2-1 M Ulti-cultural Comparative Research Streams In Mmentioning

confidence: 99%

An Experimental Examination of Equivalence Failures in Multicultural Comparative Research

Case

Ford

Markowski

et al. 2013

Journal of Marketing Theory and Practice

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Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. My committee-John B. Ford, Earl Honeycutt, and Ed Markowski, who have all been excellent examples o f what a faculty member should be. Each has exhibited leadership by example-by being competent, understanding, and encouraging. More specifically, John Ford and Earl Honeycutt have set high expectations for their students while simultaneously instilling a dread fear of falling short o f these expectations. Some may say that this isn't much o f a compliment, but I think that it is the highest compliment a professor can receive fi"om a former student. I have learned much and prevailed in a program few enter and even fewer complete because o f this. Thank you, gentlemen for your work, and I will strive to be sure that your faith has not been misplaced. My "partner in crime," Tarek Mady, who wasn't quite sure if he would pursue the Marketing track at first. I'm so very glad he did. We sweated the comps together, colluded in the never-ending political ad experiment, shared the joys and fiaistrations together, and generally lived life in fi-iendly competition during grad school (by the way, I think I'm still up two points). In fact, he has gone so far as to adopt this quasi-Christian into his family, and I will always be proud and grateful for my association with him. My friend Yuhong Fan, who is someone I could always count on for good advice and encouragement. I've learned from her that there are benefits to being an optimist, and she has earned my respect by being level-headed and easy to talk to. Father David LaSalle, who brought me into the Episcopal Church, and who has been a shining example o f the good that people can be, if they really try. Somehow, someway, a gigantic bottle o f single malt is headed your way (but don't tell Sheron!). Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE OF CONTENTS List of Tables vii List of Figures vii List of Appendices ix CHAPTER 1 146 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Appendix 2A Appendix 2B Appendix 2C Appendix 2D Appendix 3A Appendix 4A LIST OF APPENDICES MARKOR Scale Items 65 CETSCALE Scale Items 86 SERVQUAL Scale items 67 LOGIT Estimation for Choice-Based 68 Conjoint Analysis Scale Items 95 Test Instrument and Conjoint Tasks 120 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.

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A Cross-Cultural Comparison of Direct Mail Receptivity

Cited by 11 publications

References 36 publications

Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group level

Sales promotion effectiveness: the impact of consumer differences at an ethnic‐group level

Cross-cultural differences in crowd assessment

An Experimental Examination of Equivalence Failures in Multicultural Comparative Research

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