Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities

ORCID Identifiers

0000-0001-7843-3058

Document Type

Article

Source of Publication

Journal of Intercultural Communication Research

Publication Date

1-1-2021

Abstract

This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across the United States. The results reflect that attitude formation patterns for Indians and Middle Easterners are dissimilar when they are exposed to advertisements containing actors with varied ethnicities.

ISSN

1747-5759

Publisher

Informa UK Limited

Disciplines

Business | Communication

Keywords

Controversial and non-controversial product ads, Cross-cultural advertising, Diaspora, Ethnicity, Social identification

Scopus ID

85116562502

Indexed in Scopus

yes

Open Access

no

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