im PublikationsserverTitelangaben
Gelbrich, Katja ; Gäthke, Daniel ; Westjohn, Stanford A.:
The Effectiveness of Absurdity in Advertising Across Cultures.
In: Journal of Promotion Management. (2012).
- S. 1-26.
ISSN 1049-6491 ; 1540-7594
Kurzfassung/Abstract
This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede’s cultural dimensions, 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 the cultural dimensions 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.
Forschungsprojekte
Weitere Angaben
| Publikationsform: | Artikel |
|---|---|
| Schlagwörter: | absurdity, advertising, cross-cultural |
| Sprache des Eintrags: | Englisch |
| Institutionen der Universität: | Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > ABWL und Internationales Management |
| Peer-Review-Journal: | Ja |
| Verlag: | Haworth Press |
| Die Zeitschrift ist nachgewiesen in: | |
| Titel an der KU entstanden: | Ja |
| KU.edoc-ID: | 9276 |
Letzte Änderung: 06. Mai 2016 10:57
URL zu dieser Anzeige: https://edoc.ku.de/id/eprint/9276/
