Power Distance Belief and Education Advertising Execution
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.
Citation:
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.
Authors
Lingjiang Tu, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
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