Does adaptation in terms of language choice and cultural values increase the persuasiveness of emotional advertisements?
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2024-07-05
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en
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When marketing across multiple countries, marketers face the choice between adapting or standardizing emotional marketing strategies. This study aimed to determine how language choice (native or foreign) and cultural value adaptation (adapted or standardized) influence the perception of advertisements in terms of evoked emotionality, attitude towards the advertisement, and buying intention. Participants viewed advertisements in either German (native language) or English (foreign language) with individualistic (adapted) or collectivistic (standardized) cultural values. Results showed that adapting emotional advertisements to a native language did not affect evoked emotionality or attitude towards the advertisement but increased buying intention. Cultural value adaptation did not significantly impact evoked emotionality, attitude towards the advertisement, or buying intention. There was no interaction effect between language choice and cultural value adaptation. These findings contrast with prior research, suggesting decreased emotionality in one's foreign language but support the idea of some researchers that state a reduced necessity for cultural value adaptation.
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