The objective of this research is to assess the cross-cultural generalizability of persuasion
effects predicted by dual process models. In two experiments, the impact of motivation …

Across cultures, do systematic differences in advertising content mirror predictable
differences in the cultures themselves? The authors designed a study to shed light on that …

This research explores the extent to which differences in perceived diagnosticity as
compared with differences in the accessibility of associations embedded in persuasion …

In recent years, a wealth of literature has increased our understanding of cross-cultural
differences in advertising content. Abernethy and Franke (1996) point out a gap in literature …

This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of
perceptions of soft-sell (indirect and image-based) and hard-sell (direct and information …

This paper presents the results of a cross‐cultural analysis of television advertising in the
Czech Republic and the UK. The need for this research is suggested by a gap in the …

Notes that more than 20 years of cross‐cultural comparative research results have
suggested that advertising content varies between countries which are culturally dissimilar …

The volume of scholarly work in cross-cultural advertising has been increasing in recent
years. This study examines empirical studies in this area from a methodological perspective …

As American economic competitiveness in the global marketplace is being challenged,
Japan—which runs a large trade surplus over the United States—has become a much …

Purpose–The purpose of this paper is to examine how Chinese and German consumers
react to print advertisements that are potentially offensive. Design/methodology/approach …