im PublikationsserverTitelangaben
Gelbrich, Katja ; Gäthke, Daniel ; Westjohn, Stanford A.:
The effects of absurd ads on memory and persuasion across cultures.
In: MacCarthy, Martin (Hrsg.): Australia New Zealand Marketing Academy Conference 2011 : marketing in the age of consumerism: Jekyll or Hyde? ; proceedings ; 28-30 November 2011, Perth, Western Australia. -
Perth : School of Marketing, Faculty of Business & Law, Tourism and Leisure, Edith Cowan University, 2011. - S. 1-11
ISBN 978-0-646-56330-5
Kurzfassung/Abstract
This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede’s cultural values of masculinity and uncertainty avoidance, it is hypothesized that the effect of absurdity on recall is culturally invariant, whereas the effect on attitude toward the ad is contingent on the recipients’ cultural orientation. The assumptions are tested using a between-subjects experimental design, in which we manipulated type of absurdity and used masculinity and uncertainty avoidance as blocking variables. Data was collected from 274 students in the US, Germany, Russia, and China. We discuss theoretical and managerial implications of these findings as well as guidelines for further research.absurdity, memory, persuasion, cross-cultural.
Forschungsprojekte
Weitere Angaben
| Publikationsform: | Aufsatz in einem Buch |
|---|---|
| Zusätzliche Informationen: | Best Paper in Track Award (Kategorie: International Marketing) |
| Schlagwörter: | absurdity, memory, persuasion, cross-cultural |
| Sprache des Eintrags: | Englisch |
| Institutionen der Universität: | Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > ABWL und Internationales Management |
| Weitere URLs: | |
| Begutachteter Aufsatz: | Ja |
| Titel an der KU entstanden: | Ja |
| KU.edoc-ID: | 9274 |
Letzte Änderung: 04. Okt 2012 10:58
URL zu dieser Anzeige: https://edoc.ku.de/id/eprint/9274/
