The Dangers of Grouping Countries Into Cultural Clusters: Investigating Between and Within Cultural Variations in Information Processing Styles and Its Consequences For Advertising
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.
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 804-804.
Ann-Kristin Rhode, ESCP Europe, France
Ben Voyer, ESCP Europe, France
NA - Advances in Consumer Research Volume 43 | 2015
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