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The Influence Of Culture On Advertising Effectiveness In Pakistan And Australia: A Cross-Cultural Study, Faiz Muhammad Shaikh

Business Review

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 Australia than in Pakistan. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in Pakistan. 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, that cultural differences play a significance …