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 role in advertising. This paper proposes that ads, which activate identification with one’s gender group, will have a more favorable impact on future brand and ad judgments than ads that do not activate this identity. The foundation for this proposed influence is based on social identity theory, ad processing, and gender research.


Advertising, Australia, National Culture, Pakistan



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

February 24, 2021



Publication Stage



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