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

Share Proceeding

Featured papers

See More


The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More


A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA

Read More


F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

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.