Power Distance Belief and Education Advertising Execution

Lingjiang Tu, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Through content analysis of print education ads from U.S. and Japan and an experiment in which power distance belief (PDB) was primed , we found that high (vs. low) PDB leads to preference of rational (vs. emotional) education advertising appeals. We also obtained evidence for the underlying process.
[ to cite ]:
Lingjiang Tu and Yinlong Zhang (2013) ,"Power Distance Belief and Education Advertising Execution", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.