The Effect of Cultural Orientation on Responses to Comparative Advertising

Comparative advertisements are frequently used by companies as tactics to convince consumers that their products are better than competitors’ products. We argue that comparative ads may not be universally effective and test how cultural values affect consumers’ responses by examining power distance; that is, culture-based acceptance of inequality.


Ozge Yucel-Aybat and Thomas Kramer (2011) ,"The Effect of Cultural Orientation on Responses to Comparative Advertising", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Ozge Yucel-Aybat, Baruch College, USA
Thomas Kramer, Baruch College, USA


NA - Advances in Consumer Research Volume 38 | 2011

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