Hong Kong Customer Responses Toward Mainland Chinese Tv Advertisements: an Explanation From Sub-Cultural Differences

ABSTRACT - This study empirically examined the Hong Kong consumers’ responses, including affective, cognitive, and conative responses, toward Mainland Chinese TV ads, compared with those toward Hong Kong ads. Mowen’s (1986) Balance Model Theory was applied to depict the relationships among ad source, message, and consumers. The results indicate that Hong Kong consumers held less positive responses toward Mainland Chinese ads than toward Hong Kong ads. The authors used sub-cultural differences between two regions (Mainland versus Hong Kong) to explain the variations of responses. Limitation and implication of the study also were discussed.



Citation:

Sharon Cheng Kwong Mei and George Zhen Xiong Chen (2001) ,"Hong Kong Customer Responses Toward Mainland Chinese Tv Advertisements: an Explanation From Sub-Cultural Differences", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT : Association for Consumer Research, Pages: 73.

Asia Pacific Advances in Consumer Research Volume 4, 2001      Page 73

HONG KONG CUSTOMER RESPONSES TOWARD MAINLAND CHINESE TV ADVERTISEMENTS: AN EXPLANATION FROM SUB-CULTURAL DIFFERENCES

Sharon Cheng Kwong Mei, Hong Kong Baptist University

George Zhen Xiong Chen, Hong Kong Baptist University

ABSTRACT -

This study empirically examined the Hong Kong consumers’ responses, including affective, cognitive, and conative responses, toward Mainland Chinese TV ads, compared with those toward Hong Kong ads. Mowen’s (1986) Balance Model Theory was applied to depict the relationships among ad source, message, and consumers. The results indicate that Hong Kong consumers held less positive responses toward Mainland Chinese ads than toward Hong Kong ads. The authors used sub-cultural differences between two regions (Mainland versus Hong Kong) to explain the variations of responses. Limitation and implication of the study also were discussed.

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Authors

Sharon Cheng Kwong Mei, Hong Kong Baptist University
George Zhen Xiong Chen, Hong Kong Baptist University



Volume

AP - Asia Pacific Advances in Consumer Research Volume 4 | 2001



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