The influence of deviant advertisements on customer responses: The role of cultural tightness in emerging and developed economies
PSYCHOLOGY & MARKETING(2023)
摘要
Capturing and gaining customers' attention is key to the success of any business. Deviant advertising, including atypical marketing activities that diverge from a social norm, can either be acknowledged due to its attention-generating character, or is-more often-deemed inappropriate and results in unfavorable consumer responses. This paper reinforces that, in general, ads with deviant content (e.g., the depiction of violence) are evaluated worse as compared to ads portraying nondeviant content. In particular, the role of cultural tightness (i.e., strictness of obeying social norms within society) is empirically examined in analyzing deviant advertisements and its effects on ad attitude and customer responses in an emerging and developed economy. Economic development predominantly affects customer responses of nondeviant ad content (but not deviant ad content). By employing qualitative and quantitative studies, including communicational and observational data collection, this research shows that deviant depictions (vs. nondeviant ads) promote negative attitudes toward ads, and consumers are culturally sensitive, which provides important managerial implications for international marketers.
更多查看译文
关键词
deviant advertisements,customer responses,cultural tightness
AI 理解论文
溯源树
样例
![](https://originalfileserver.aminer.cn/sys/aminer/pubs/mrt_preview.jpeg)
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要