The influence of culture and product consumption purpose on advertising effectiveness

Abstract

Consumers are accustomed to the value systems, beliefs and perception processes in the particular cultures in which they grow up. Thus a necessary prerequisite to develop successful global advertising campaigns is for marketers to understand the fundamentally different values, norms and characteristics in different cultures. The advertising messages that embed the cultural values and norms will meet with greater success due to higher consumer acceptance. The effectiveness of a particular advertising appeal may therefore vary in markets that are culturally incompatible. A consequence of this is the necessity to determine the types of advertising appeals that will satisfy the consumers in different cultures. The emerging global consumer culture may be an exception in this respect.

In addition to the influence of culture, product related factors affect advertising effectiveness and global marketers need to understand their influence on advertising. This study investigated the influence of culture and product related factors on advertising effectiveness and, in particular, the effectiveness of individualistic versus collectivistic advertising appeals on the two cultures (individualistic and collectivistic) and the moderating effects of the consumption purpose (social or personal) of consumer products on culturally congruent advertising. The results of the study and managerial implications are discussed.