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



Share Proceeding

Featured papers

See More

Featured

H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

Read More

Featured

Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases

John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.