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Onderzoek: effecten van culturele advertising appeals

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Onderzoek: effecten van culturele advertising appeals

Effecten van toenemend biculturalisme als gevolg van globalisering

Onderzoeksvraag
Zijn advertenties overtuigender wanneer geappelleerd wordt aan collectivistische of individualistische waarden?

In hoeverre is er nog sprake van een cultural congruency effect in persuasion? Dat wil zeggen: is in een individualistische cultuur het appelleren aan individualistische waarden overtuigender dan het appelleren aan collectivistische waarden? En omgekeerd: worden consumenten in een collectivistische cultuur meer overtuigd wanneer geappelleerd wordt aan collectivistische waarden dan wanneer aan individualistische waarden wordt geappelleerd?

Uit de bevindingen van het onderzoek van Jing Zhang (2010) in China (een ‘van oudsher’ collectivistische samenleving) blijkt dat:

  • jongeren in China even sterk overtuigd worden door individualistische appeals als door collectivistische appeals;
  • ouderen in China meer overtuigd worden door collectivistische appeals.

[…] consider the cultural characteristics of the target market. As suggested by our findings, if the target market is bicultural Gen‑X consumers, then using either IND or COL appeals would work because both appeals are congruent with their cultural values. If the target market is monocultural older consumers, then using culturally congruent COL appeals would work better than IND appeals (Zhang, 2010, p. 77)

Invloed van type product (shared product vs. personal-use product)?

Bovenstaande bevinding gold voor advertenties voor producten voor gemeenschappelijk gebruik (shared products).

Bij advertenties voor producten die individueel gebruikt worden (personal-use products) kon geen onderscheid gemaakt worden tussen jongeren en ouderen:

  • zowel jongeren als ouderen werden meer overtuigd door individualistische dan door collectivistische appeals.

this project also demonstrates an important role that product types play in affecting consumers’ responses. The effect of the IND-COL differences on the persuasiveness of ad appeals becomes more salient when consumers respond to shared products. Because shared products provide more opportunity for both IND and COL values to be manifested in ads, then it is up to consumers’ cultural orientations to decide which ad appeals they find persuasive. Because personal-use products provide little such opportunity, then consistent with the product characteristic (purchased or used individually), IND appeals would be appropriate to promote the product and consumers would find such appeals to be persuasive. Therefore, in addition to the target market, the MNCs also need to consider their product characteristics (p. 77).

Abstract:
This project examined the persuasiveness of individualistic and collectivistic advertising appeals among Chinese Generation-X consumers, ages 18 to 35 with high income and high education. In two field experiments, they were found to be equally persuaded by individualistic and collectivistic ad appeals, whereas their older counterparts were found to be more persuaded by collectivistic than individualistic ad appeals. Moreover, these persuasion effects emerged for shared products and not personal-use products. For the latter, both Generation-X and older consumers were more persuaded by individualistic than collectivistic ad appeals. The findings were interpreted in the context of rising biculturalism in China due to globalization, where more and more young urban adults adapt to both new, individualistic and traditional, collectivistic values. (Zhang, 2010, p. 69)

Referentie

Zhang, Jing (2010). The pursuasiveness of individualistic and collectivistic advertising appeals among chinese generation-x consumers. Journal of Advertising, 39(3), 69-80.

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Rob le PairDocent - onderzoeker Radboud Universiteit Nijmegen; favoriete thema's op deze site: Persuasive communication, Eindhoven-Philipsdorp, WordPress-design, gebruik van sociale media, running experiences, gardening.View all posts by Rob le Pair →

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