Skip to main content
Article
Culturally incongruent messages in international advertising
International Journal of Advertising
  • Geng CUI, Lingnan University, Hong Kong, and Guangdong University of Foreign Studies, China
  • Xiaoyan YANG, Guangdong University of Foreign Studies, China
  • Haizhong WANG, Sun Yat-Sen University, China
  • Hongyan LIU, Jinan University, China
Document Type
Journal article
Publication Date
5-1-2012
Disciplines
Abstract

This study investigates the effect of culturally incongruent messages in international advertising on consumer responses. The results of an experiment suggest that the type of cultural values (terminal vs instrumental) and ethnic background of models (foreign vs local) significantly moderate the effect of message congruency on attitude towards the advertisement, and such effect is mediated by the number of counter-arguments. Thus, culturally incongruent messages can be effective if they avoid conflict on a fundamental value or are positioned as originating from a foreign culture. Moreover, model background moderates the effect of message congruency on brand attitude and buying intention. These findings have meaningful implications for international marketing across societies of different cultural traditions.

DOI
10.2501/IJA-31-2-355-376
Publisher Statement

Copyright © 2012 Advertising Association

Access to external full text or publisher's version may require subscription.

Full-text Version
Publisher’s Version
Citation Information
Cui, G., Yang, X., Wang, H., & Liu, H. (2012). Culturally incongruent messages in international advertising. International Journal of Advertising, 31(2), 355-376. doi: 10.2501/IJA-31-2-355-376