Culture, Social Comparison and Responses to Advertising

It has been discovered that individuals from different cultures often think and emote in ways very different from one another. These differences, at all levels of analysis, have been captured in a number of different constructs by researchers hoping to quantify and measure these effects. The goal of this research is to incorporate the three variables of culture, structure and person into one theoretical model via the processes of social comparison. Specifically, it is the aim of this study to ascertain how differences in culture impact the manner in which individuals engage in processes of social comparison with advertisements.


Theresa A. Wajda, Annie Peng Cui, and Michael Y. Hu (2008) ,"Culture, Social Comparison and Responses to Advertising", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 986-986.


Theresa A. Wajda, Slippery Rock University
Annie Peng Cui, Kent State University
Michael Y. Hu, Kent State University


NA - Advances in Consumer Research Volume 35 | 2008

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