The Dangers of Grouping Countries Into Cultural Clusters: Investigating Between and Within Cultural Variations in Information Processing Styles and Its Consequences For Advertising

Ann-Kristin Rhode, ESCP Europe, France
Ben Voyer, ESCP Europe, France
Whether and how advertising should be standardized within and across cultures remains an unanswered question. We challenge the assumption of a uniform pan-Asian holistic attentional bias and suggest that advertising strategies for geographic regions rather than countries might be problematic given the effect of language structure on information processing styles.
[ to cite ]:
Ann-Kristin Rhode and Ben Voyer (2015) ,"The Dangers of Grouping Countries Into Cultural Clusters: Investigating Between and Within Cultural Variations in Information Processing Styles and Its Consequences For Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 804-804.