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 …