Comparative advertising effectiveness in different national cultures

Jeon, Jung Ok; Beatty, Sharon E.

doi:10.1016/s0148-2963(01)00210-7

Cited by 57 publications

(38 citation statements)

References 19 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Likewise, Choi and Miracle (2004) observed that U.S. consumers provided more favorable ad and brand attitudes in response to comparative advertisements than Korean consumers, who were presumably less familiar with this type of advertising tactic. Similar findings were reported by Jeon and Beatty (2002), who attributed variance in the impact of indirect and direct comparative ads across Korean and American consumers to differences in their familiarity with each type of comparative appeal.…”

Section: Introductionsupporting

confidence: 80%

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

Barone

Jewell

2012

J Consum Psychol

View full text Add to dashboard Cite

Surprisingly little research examines whether and how category advertising norms influence the effectiveness of comparative advertising. To address this void, the present research investigates if the persuasiveness of a particular comparative advertisement depends on whether or not it is viewed as a typical tactic that conforms to category advertising norms. Results from experiments 1 and 2 indicate that a comparative advertisement used in violation of category norms results in a persuasion penalty that is evidenced by a reduction in the ad's impact on brand attitudes. This effect of category norms on persuasion is shown to be mediated by evaluations of the comparative advertisement's appropriateness in the product category. A final experiment confirms this persuasion penalty with respect to consumers holding conformity-based motives. However, this penalty is found to be reversed for individuals seeking counter-conformity in the marketplace, who respond more favorably to a comparative advertisement when it violates rather than conforms to category norms.

show abstract

Section: Introductionsupporting

confidence: 80%

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

Barone

Jewell

2012

J Consum Psychol

View full text Add to dashboard Cite

show abstract

“…Although it is legal in Korea, regulatory agencies have been reluctant to encourage comparative advertising because of concern about controversy and legal disputes following the use of this technique (Jeon and Beatty 2002;Miracle and Choi 1997). Knowledge garnered from the present study, however, may assist regulators in making public policy decisions.…”

Section: Discussionmentioning

confidence: 82%

“…Other types of personality variables, such as introvert or extravert tendencies, or individual ways of feeling, judging, and perceiving, could confound the effects of self-construals on the effectiveness of DCA (Bennett 1997). Novelty effect is another possibility, due to the relative newness of DCA in the Korean market (Jeon and Beatty 2002).…”

Section: Discussionmentioning

confidence: 99%

THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis

Choi¹,

Miracle²

2004

Journal of Advertising

View full text Add to dashboard Cite

Using subjects from Korea and the United States, this study reports the results of an experiment designed to discover links between national culture, self-construals, and the effectiveness of comparative advertising. First, the effect of national culture on comparative advertising effectiveness was investigated. Then, using self-consttuals as individuaJlevel variables in a path model, the study investigated their mediating effects on the influence of national culture on the effectiveness of comparative advertising. Results indicated not only that national culture influences tbe effectiveness of comparative advertising, but also that self-construals have mediating effects on attitudes toward the advertisement (A ) for both indirect comparative advertising and noncomparative advertising. Thus, the study goes beyond the post hoc explanations that so many studies have used to link differences in the effectiveness of advertising to cultural variability, and thereby contributes to theory on the mediating effects of self-construals. The findings also have implications for advertising managerial practices and public policy on the regulation of advertising. But pethaps the main conttibution of the study is a research design using self-construals to demonstrate how individual-level variables can mediate the influence of national culture on advertising effectiveness., ,Despite differences in the use of comparative advertising from country co country, little research has been done to explain or predict the differences in the cross-cultural effectiveness of comparative advertising. The purpose of this study was to investigate such differences by conducting an experiment in Korea and the United States on possible links between national culture, individual-level values, and the effectiveness of comparative advertising.Comparative advertising is commonplace in the United States, but it is not widely used in most other countries, due to cultural norms or government regulation (Kotabe and Helsen 1998). In Korea, where confrontation is avoided and harmony is sought, cultural norms are inconsistent with the tactics used in comparative advertising (de Mooij 1998; Miracle and Choi 1997). Comparative advertising has been allowed officially in Korea only since 2001, and has not been widely used.Korea and the United States seemed to be a logical pair of countries for this study for two reasons: (1) the sharp contrast in the use of comparative advertising in Korea and the United States, and (2) the extreme cultural differences between the two countries. Hofstede(1991) reported that Korea is a highly collectivistic country with a low individualism rank (43rd Yung Kyun Choi (Ph.D., Michigan State University) is an assistant professor in the Department of Advertising, Dongguk University. out of the 53 countries and regions studied) and a low individualism score (18 in the range of 6 to 91). In contrast, the United States is the most individualistic and least collectivist of the 53 countries and regions studied (ranking number 1, ...

show abstract

“…When advertisements use oppositely valenced images a higher number of positive or negative pictures can generate greater affective response. Jeon and Beatty (2002) studied comparative advertising effectiveness in different national cultures. Liu et al (2009) addressed consumer responses to sex appeal advertising for a cross-cultural study.…”

Section: Introductionmentioning

confidence: 99%

Investigating effective factors on multimedia advertising: A case study of travel agencies

Azad¹,

Aliakbar²,

Kordalivand³

2012

MSL

View full text Add to dashboard Cite

Advertisement plays an important role on increasing sales and organizations normally spend significant amount of cost in an attempt to increase profitability. A productive advertisement normally involves various factors and we need to determine the most important ones, very carefully. In this paper, we use a questionnaire-based survey to find the most important factors influencing advertisement. In this paper, we focus on gathering information from the advertisement providers to assess each advertisement plan. The proposed study of this paper uses factor analysis to determine 15 most important factors, which include 42 variables.

show abstract

Comparative advertising effectiveness in different national cultures

Cited by 57 publications

References 19 publications

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis

Investigating effective factors on multimedia advertising: A case study of travel agencies

Contact Info

Product

Resources

About