Abstract
This article provides an overview of previous research into the persuasiveness of cultural value appeals in international advertising. First of all, the article will point out the significance of cultural value appeals for international marketing through a discussion of the standardisation vs. adaptation debate, which has occupied a prominent place in strategic thinking about international markting for decades.Secondly the role of values as elements of the human knowledge system and the role of values as determinants of cultures will be discussed. Moreover, the article will address the question as to how important values are in consumer psychology and how an appeal to dominant values can increase the persuasiveness of advertising. This article will conclude with a review of previous research into the persuasiveness of value appeals in different cultural settings and suggestions for future research.
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Sanderse, W., Hendriks, B., Brandt, C. (2008). The persuasiveness of cultural value appeals in international advertising. In: Crijns, R., Thalheim, J. (eds) Kooperation und Effizienz in der Unternehmenskommunikation. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-90970-7_17
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