IMR_offensive_ad R3_45_pages1-1

IMR_offensive_ad R3_45_pages1-1 - Consumers' response to...

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Consumers’ response to offensive advertising: A cross cultural study Keywords: Consumer perception; survey; creative execution, cross cultural advertising Kara Chan (corresponding author) Professor Department of Communication Studies Hong Kong Baptist University Kowloon Tong, Hong Kong Fax: (852) 3411-7890 Telephone: (852) 3411-7836 E-mail: karachan@hkbu.edu.hk Lyann Li MPhil. graduate School of Communication Hong Kong Baptist University E-mail: lyann.li@gmail.com Sandra Diehl Assistant Professor Institute for Consumer and Behavior Research Saarland University, Germany Telephone: ++49 (0)681 302 2135 E-mail: s.diehl@ikv.uni-saarland.de Ralf Terlutter Professor Department of Marketing and International Management Klagenfurt University, Austria Telephone: ++43 (0)463 2700 4004 E-mail: ralf.terlutter@uni-klu.ac.at Chan, K. Li, L., Diehl, S., and Ralf, T. (2007) Consumers’ response to offensive advertising: A cross cultural study, International Marketing Review Special Issue on Global Advertising , 24(5), 606-628. IMR offensive ad R3 45 pages.doc 1
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Consumers’ response to offensive advertising: A cross cultural study Research paper Purpose To examine how Chinese and German consumers react to print advertisements that are potentially offensive. Using culture theories about information context, individualism and feminine consciousness, we hypothesize that Chinese consumers will be less accepting of the advertisements than German consumers. We also compare the dimensions of consumer perceptions for both countries and how consumer perceptions are related with intentions to reject the products and the brands because of the ads. Design/methodology/approach A survey of 563 respondents aged 17 to 58 from urban China (Shanghai) and Germany was conducted in October 2005 and June 2006. A questionnaire with six print advertisements containing sexism and other themes was constructed. Data were collected through five universities. Findings Findings on perceptions of the offensive advertisements among Chinese and German respondents were mixed. Overall, as expected, Chinese respondents were less accepting of offensive advertising, as they liked the advertisements less than German respondents. However, they were also more likely than German respondents to find the advertisements convincing and informative. Results showed that Chinese respondents and German respondents had different dimensions of advertising perceptions. The two print advertisements that received the most negative perceptions both contained sexually-oriented body images. The study also found that advertising perceptions had a significant impact on consumers’ intentions to reject the products and the brands. Research limitations
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IMR_offensive_ad R3_45_pages1-1 - Consumers' response to...

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