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Cross-cultural advertising : cultural values that affect advertising likeability

Nguyen, Truong Van Thao
Master thesis
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URI
http://hdl.handle.net/11250/169587
Date
2012
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  • Master Thesis [4207]
Abstract
This paper attempts to investigate the cultural values that have influences on consumers’

advertising likeability. Three groups of nationalities were assessed, including: Singaporean

Chinese, Chinese from China, and Westerners. Advertising likeability was examined from

two aspects: liking of culturally congruent advertisements and liking of humorous

advertisements with sexual content. In the analysis of the impact of cultural elements,

individual-level factors that have potential moderating effects were taken into account. These

consist of the need for cognition (NFC), need for humor (NFH), and cosmopolitanism (COS).

The findings from this study have shown the effects of ad-culture congruency. In other words,

cultural differences along Hofstede’s dimension of collectivism and individualism have

effects on consumers’ preferences towards ad appeals. Subjects tend to show preferences for

the ad appeal that is conforming to their cultural orientations. Specifically, Singaporean

Chinese favor collectivistic themes, while their Western counterparts prefer individualistic

themes. The moderating effect of Product type was not proved to be significant in this study.

That is to say, whether the product is personal or non-personal, ad-culture congruency is

beneficial. Besides, the level of cosmopolitanism did not appear to affect the liking of

culturally congruent ads.

With regards to humorous advertisements with sexual content, results from this study suggest

that Singaporean Chinese favor those ads less than Westerners but more than Chinese from

China. Being well-known as modern and open-minded, Singaporean Chinese are still

conservative towards sexuality contents in humorous ads. This liking is moderated by the

individual level of cosmopolitanism (COS) and need for humor (NFH). Specifically, people

who are highly cosmopolitan and have higher need for humor shown greater liking for

sexually humorous advertisements.

Finally, the study looks at the role of advertising liking in advertising effectiveness. Findings

have shown that liking of the ad leads to better attitudes towards the brand and purchase

intention. This effect, however, is moderated by individual need for cognition (NFC).

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