{"title":"国际广告标准化视野下的幸福承诺:宗教性与宗教启动效应遮蔽跨文化因素","authors":"Jamel Khenfer","doi":"10.1177/1069031X231154469","DOIUrl":null,"url":null,"abstract":"Advertising campaigns that explicitly claim that the advertised product can bring happiness to the consumer's life are often standardized across national markets. While it seems intuitive that most people want to be happy and might respond favorably to calls for happiness, the literature offers little to no evidence to support this common managerial practice. Through two studies conducted in cultural settings as different as the United Arab Emirates and the United States, this research shows that cross-cultural factors matter less than personal and situational factors such as religiosity and religious priming, respectively. Specifically, the author found that lower (higher) religiosity levels led to worse (better) ratings for happiness-based (vs. control) claims. Moreover, exposure to religious cues flipped the relationship between higher religiosity levels and liking for ads featuring happiness-based claims because of altered perceptions of the brand's control over the claim. This research sheds light on the interactive role of religiosity and religious priming on consumer response to standardized secular advertising.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"41 - 58"},"PeriodicalIF":4.9000,"publicationDate":"2023-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Promising Happiness in Light of International Advertising Standardization: Religiosity and Religious Priming Overshadow Cross-Cultural Factors\",\"authors\":\"Jamel Khenfer\",\"doi\":\"10.1177/1069031X231154469\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Advertising campaigns that explicitly claim that the advertised product can bring happiness to the consumer's life are often standardized across national markets. While it seems intuitive that most people want to be happy and might respond favorably to calls for happiness, the literature offers little to no evidence to support this common managerial practice. Through two studies conducted in cultural settings as different as the United Arab Emirates and the United States, this research shows that cross-cultural factors matter less than personal and situational factors such as religiosity and religious priming, respectively. Specifically, the author found that lower (higher) religiosity levels led to worse (better) ratings for happiness-based (vs. control) claims. Moreover, exposure to religious cues flipped the relationship between higher religiosity levels and liking for ads featuring happiness-based claims because of altered perceptions of the brand's control over the claim. This research sheds light on the interactive role of religiosity and religious priming on consumer response to standardized secular advertising.\",\"PeriodicalId\":48081,\"journal\":{\"name\":\"Journal of International Marketing\",\"volume\":\"31 1\",\"pages\":\"41 - 58\"},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2023-01-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of International Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/1069031X231154469\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1069031X231154469","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Promising Happiness in Light of International Advertising Standardization: Religiosity and Religious Priming Overshadow Cross-Cultural Factors
Advertising campaigns that explicitly claim that the advertised product can bring happiness to the consumer's life are often standardized across national markets. While it seems intuitive that most people want to be happy and might respond favorably to calls for happiness, the literature offers little to no evidence to support this common managerial practice. Through two studies conducted in cultural settings as different as the United Arab Emirates and the United States, this research shows that cross-cultural factors matter less than personal and situational factors such as religiosity and religious priming, respectively. Specifically, the author found that lower (higher) religiosity levels led to worse (better) ratings for happiness-based (vs. control) claims. Moreover, exposure to religious cues flipped the relationship between higher religiosity levels and liking for ads featuring happiness-based claims because of altered perceptions of the brand's control over the claim. This research sheds light on the interactive role of religiosity and religious priming on consumer response to standardized secular advertising.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.