Questioning the ‘One Size Fits All’ Approach to Cultural Advertising: Investigating Between and Within Cultural Variations in Information Processing Styles

The question of whether and how advertising should be standardized across cultures remains unanswered. 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.



Citation:

Ann Kristin Rhode and Benjamin G. Voyer (2015) ,"Questioning the ‘One Size Fits All’ Approach to Cultural Advertising: Investigating Between and Within Cultural Variations in Information Processing Styles", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 331-331.

Authors

Ann Kristin Rhode, ESCP Europe Business School Paris
Benjamin G. Voyer, ESCP Europe Business School Paris



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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