The Influence of a Tailored Slogan on the Buying Intention, Willingness to Pay and Word of Mouth of Consumers in Masculine and Feminine Cultures.
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2022-01-21
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en
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Nowadays, more and more research has been conducted on the idea that cultural values influence us as individuals (Hofstede, 2011; Dorfman et al., 2012; Schneider et al., 2003). Therefore, culture may also influence which marketing appeals we prefer. After Hofstede (2001) identified his cultural dimensions, many research has been conducted on the individualism/collectivism dimension and how this dimension influences consumer behavior. Nevertheless, less research has been conducted on the masculine/feminine dimension. Therefore, this study will examine the influence of a tailored slogan on the buying intention, willingness to pay and word of mouth of consumers in masculine and feminine cultures. The study was conducted by means of an experiment with a 2x2 between-subject design. The participants filled in an online questionnaire after seeing the advertisement of a fictious product with either the masculine tailored slogan or the feminine tailored slogan. The study was completed with a total of N = 123 participants. It was concluded that a tailored slogan does not persuade the participants into buying the product, willingness to pay for it or for word of mouth. Future research could choose countries that are more of different parts of the world so that distinctions can be clearer.
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