Abstract
Past research found that consumers in a collectivist society (e.g., East Asia countries) have more favorable attitudes toward advertising emphasizing social values than toward advertising emphasizing individualistic values (Han and Shavitt, 1994; Zhang and Neelankavil, 1997). Several advertising content research also showed that advertising in an individualistic culture uses a more informational approach, while advertising in a collectivist culture adopts a more social oriented approach (Belk and Pollay, 1985; Mueller 1987; Zandpour, Chang, and Catalano 1992; Zandpour et al. 1994). Although progress has been made in explaining how the cultural factor affects a consumer preference toward advertising or product concepts, the interpretation of social orientation is still debatable. Social orientation may imply different meanings (Eagly and Chaiken 1993; Triandis 1994); one is for a value expressive purpose, the other is for a social adjustment purpose. The first one centers on expressing inner-values to others; it is for self-expression and self-actualization (Katz, 1960). The second one stresses the importance of expressing one values to facilitate and maintain relationship with important others (Smith, Brunner, and White, 1956); it is for self-adjustment and self-adaptation. Both dimensions have social meanings, but the functions they serve are different.
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Chiou, Js. (2015). Cross-National Examinations of the Comprehensibility, Preference, and Meaning of Different Social Oriented Focuses - Abstract. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_3
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DOI: https://doi.org/10.1007/978-3-319-11885-7_3
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