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- W2020622510 abstract "This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how advertising image incongruence in the globalized marketing communication context of China may lead to consumers' use of persuasion knowledge (i.e., beliefs about the agent’'s persuasive tactics) and result in unfavorable attitudes toward the advertisements. This research contributes to a better understanding of the interplay between global and local consumer cultures in a globalized marketplace." @default.
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- W2020622510 date "2015-03-01" @default.
- W2020622510 modified "2023-09-25" @default.
- W2020622510 title "Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China" @default.
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- W2020622510 doi "https://doi.org/10.1016/j.jbusres.2014.09.006" @default.
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