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Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism‐collectivism dimension are hypothesized to affect people’s reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally‐congruent advertising appeals. Discusses the implications of the findings.
Zhang et al. (Sat,) studied this question.
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