Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness

Kwon, M; Saluja, G; Adaval, R

Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness

Kwon, M Saluja, G

Adaval, R

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Publication Type:: Journal Article
Citation:: Journal of Consumer Psychology, 2015, 25 (3), pp. 389 - 403
Issue Date:: 2015-01-01

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Field	Value	Language
dc.contributor.author	Kwon, M	en_US
dc.contributor.author	Saluja, G https://orcid.org/0000-0002-9166-7681	en_US
dc.contributor.author	Adaval, R	en_US
dc.date.available	2020-05-25T19:25:39Z
dc.date.issued	2015-01-01	en_US
dc.identifier.citation	Journal of Consumer Psychology, 2015, 25 (3), pp. 389 - 403	en_US
dc.identifier.issn	1057-7408	en_US
dc.identifier.uri	http://hdl.handle.net/10453/50694
dc.description.abstract	© 2015. The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between the endorser's message and the endorser and consequently influences their judgments of both the ad and the product being advertised. When people have an individualist mindset, on the other hand, they appear to treat the endorser and the endorsement as independent pieces of information and are less sensitive to their fit. Four studies support these conclusions and provide insights into how endorser-message relatedness impacts persuasion under different cultural mindset conditions.	en_US
dc.relation.ispartof	Journal of Consumer Psychology	en_US
dc.relation.isbasedon	10.1016/j.jcps.2015.01.011	en_US
dc.subject.classification	Marketing	en_US
dc.title	Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	25	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1701 Psychology	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	25	en_US

Abstract:

© 2015. The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between the endorser's message and the endorser and consequently influences their judgments of both the ad and the product being advertised. When people have an individualist mindset, on the other hand, they appear to treat the endorser and the endorsement as independent pieces of information and are less sensitive to their fit. Four studies support these conclusions and provide insights into how endorser-message relatedness impacts persuasion under different cultural mindset conditions.

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http://hdl.handle.net/10453/50694