East Meets West?: Regulatory Focus and Advertising Appeals in Korea, Canada, and the United States
To examine possible differences in persuasion between Asian and North American cultures, a content analysis of magazine ads and two experiments were conducted with respect to regulatory focus theory. The content analysis study revealed that Korean ads were more likely than North American ads to include promotion focus themes. To determine whether Koreans are likely to accept this apparent cultural shift toward Western ideas in Korean advertising, two experiments were conducted. Both Study 2 (using real ads) and Study 3 (using manipulated ads) revealed that Koreans preferred prevention focus advertising. A significant discrepancy is seemingly apparent between what advertisers are trying to communicate with consumers in Korea and what Korean consumers most value.
Wonkyong Beth Lee, Geoffrey T. Fong, Mark P. Zanna, and Timothy Dewhirst (2008) ,"East Meets West?: Regulatory Focus and Advertising Appeals in Korea, Canada, and the United States", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 152-153.
Wonkyong Beth Lee, Department of Psychology, University of Waterloo, Canada
Geoffrey T. Fong, Department of Psychology, University of Waterloo, Canada
Mark P. Zanna, Department of Psychology, University of Waterloo, Canada
Timothy Dewhirst, Department of Marketing and Consumer Studies, University of Guelph, Canada
LA - Latin American Advances in Consumer Research Volume 2 | 2008
The Self-Perception Connection: Why Consumers Devalue Unattractive Produce
Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA
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Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
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Virginie Brégeon de Saint-Quentin, Ferrandi Paris, the french school of gastronomy
Ophélie Mugel, Chaire SDSC AgroParisTech, Université Paris Est