The effects of cultural appeal, product involvement, and ethnic identity on attitudes and recall in online advertising

Gevorgyan, Gennadi; Manucharova, Naira

doi:10.1080/17544750.2015.1014518

Cited by 8 publications

(7 citation statements)

References 24 publications

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“…e domestic and foreign studies on media influence on consumer behaviors mainly concentrate on the impacts of ads, for example, how ads influence consumers' brand attitude and willingness to buy [3], brand attitude and ads memories [4], and ads attitude and information evaluation [5]. On the media influence on ICHs, most scholars focus on protection and inheritance [6][7][8], creation of cultural space [9,10], and so forth but rarely deal with ICH products.…”

Section: Introductionmentioning

confidence: 99%

Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model

Yi-jun

Lin

2021

Discrete Dynamics in Nature and Society

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In the information society, the media exert a key influence on the consumer selection of intangible cultural heritage (ICH) products. Drawing on the literature of cultural identity, product involvement, and willingness to buy, this paper constructs and verifies the theoretical model of media influence-cultural identity-willingness to buy ICH products, with ICH product consumers as the objects. The results show that the media have a significantly positive effect on cultural identity, which in turn significantly promotes the willingness to buy, but the media do not significantly affect the willingness to buy. Cultural identity fully mediates the media influence on the willingness to buy. Referring to relevant studies on product involvement, the samples were divided into a set of high involvement and a set of low involvement. The moderating effect analysis reveals that the higher the product involvement, the more significant the effect of media on cultural identity and the more prominent the influence of cultural identity on the willingness to buy. Finally, the authors discussed the managerial implications of the research results for ICH inheritors and enterprises.

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Section: Introductionmentioning

confidence: 99%

Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model

Yi-jun

Lin

2021

Discrete Dynamics in Nature and Society

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“…Involvement with the purchase can provoke higher concern (uncertainty) arising from substantial monetary outlay (indulgence, long-term orientations) and risk of social non-acceptance (individual-collectivist), which would impact of the overall experience (Parkvithee and Miranda, 2012). Finally, Gevorgyan and Manucharova (2015) identified that collectivistic advertisements triggered a greater number of positive responses amongst Chinese respondents, whereas individualistic appeals enhanced brand attitudes amongst American participants. Yet, analysis of 47,131 online advertisements indicated most firms consistently use individualist appeals, which would contrast with collectivist cultures (Li and colleagues, 2009), as the very nature of "offprice" fashion advertising promotes the individualist narrative, that is, limited stocks, final calls, one-off, and unique (Cervellon et al, 2012;Panchamgam, 2011).…”

Section: Ijrdm 5012mentioning

confidence: 96%

A cross cultural examination of “off-price” fashion shopping

Mortimer

Grimmer

et al. 2022

IJRDM

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PurposeThe “off-price” retailing concept is defined as the presentation of limited inventories of products in a “disorganised” retail environment which provides an extra level of “challenge” to the shopping experience. Research has identified “off-price” shoppers as those who approach this challenging experience in a purposeful, task-driven way. This current research contributes new knowledge by testing the impact of antecedents (i.e. involvement) on the “off-price” shopper experience and the moderating role of national culture across two distinct cultural groups.Design/methodology/approachData were collected via a self-completed, anonymous, online survey provided to a sample of Australian (n = 355) and Chinese (n = 400) shoppers who were identified as regularly shopping for fashion in “off-price” retail stores.FindingsThe research found that the consumer's level of involvement positively impacted their “off-price” shopping experience in terms of effort/mastery and pride. However, in contrast to current knowledge of East-Asian and Western cultural variances, limited moderation effects were identified. All national cultural dimensions interacted with product involvement in influencing consumer pride. Whilst product involvement decreased with pride in higher individualism, uncertainty avoidance, long-term orientation and indulgence cultures, these reversed in cultures with a lower score in these four dimensions.Originality/valueThis new research extends knowledge of “off-price” shopper behaviour by testing the levels of involvement and experience across two distinctly different cultures – East Asian and Western – and challenges existing knowledge of cultural variances. Further, the work extends the use of achievement goal theory as an approach to delineate these consumers from other cohorts.

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“…Cultural products are not limited to amusement as they involve performing or acting and are constantly present (Hall, 1992). As producers try to increase communication (Gevorgyan and Manucharova, 2015), consumers accordingly perceive a culture's identity in their consumption (Satrio et al, 2020) consumption's cultivation effect also influences viewers' worldview (Gerbner et al, 2002). With the aspects of new media (e.g., video on demand), Steiner and Xu (2018) stated that cultural integration is a motivation for continued viewing (binge watching) habits.…”

Section: Cultural Awareness and Cultural Acceptancementioning

confidence: 99%

The impact of TV series consumption on cultural knowledge: An empirical study based on gratification–cultivation theory

2022

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This study aims to clarify the media-induced trends of cross-cultural transmission and examine the implicit promotional potential for cultural branding. The gratification and cultivation theories are used to explore the promotional media prospect in forming perceptions of foreign cultures’ traditions, habits, norms, and values to contribute to international communication. We analyzed the theoretical applicability in the case of China–Thailand contemporary media culture. A total of 856 Chinese series watchers were surveyed. Structural equation modeling was used to analyze the path effect of consumption of Chinese TV series on other endogenous variables. Results showed that cross-cultural media product consumption strengthens bilateral relations. Moreover, the acceptance and appropriation during engagement with media characters and producers lead to favorable attitudes toward the target culture. Results confirm the positive mutual association between the gratification and cultivation theories and their applicability in the current context. This study offers an important contribution through its finding that the need for gratification significantly and positively impacts consumption and cross-cultural learning and raises cross-cultural awareness, thereby leading to sustainable practices.

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The effects of cultural appeal, product involvement, and ethnic identity on attitudes and recall in online advertising

Cited by 8 publications

References 24 publications

Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model

Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model

A cross cultural examination of “off-price” fashion shopping

The impact of TV series consumption on cultural knowledge: An empirical study based on gratification–cultivation theory

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