Why are there cross-national differences in response to comparative advertising?: some mediators. Issue 6 (18th August 2018)

• Record Type: Journal Article
• Authors: Kim, Soojung; Jeong, Se-Hoon; Hwang, Yoori
• Is Part Of: Journal of marketing communications. Volume 24:Issue 6(2018)
• Page Start: 569
• Page End: 587
• Publication Date: 2018-08-18
• Subjects: Comparative advertising -- cross-national -- perceived informativeness -- perceived assertiveness -- perceived considerateness -- claim believability; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2015.1135180
• Languages: English
• ISSNs: 1352-7266

Abstract

ABSTRACT: This study conducted a lab experiment in the US and South Korea to test cross-national differences in response to comparative versus non-comparative Facebook advertising messages. Consistent with prior research, this study found that comparative ads resulted in more positive attitudinal responses among Americans, whereas non-comparative ads resulted in more positive attitudinal responses among Koreans. Results of multiple mediation tests showed that Americans showed more positive responses to a comparative ad message because the message was perceived to be more assertive than a non-comparative ad message, whereas Koreans showed more negative responses to a comparative ad message because the message was perceived to be less considerate than a comparative ad message. This study has important theoretical implications by testing multiple mediators for comparative ad effects; and also has practical implications for cultural adaptation marketing strategies.