One common obstacle to the audience's embracing the persuader's advocated action or
viewpoint is the audience's current attitudes, that is, the audience's general evaluations (of …

Cross-cultural studies using Hofstede's national scores to operationalize his five cultural
factors at an individual level suffer from ecological fallacy, and those using self-report scales …

Advertisers have begun to acknowledge that an increasing number of consumers do not
support the traditional gender binary, believing that gender is dynamic and lies on a …

This paper reviews advertising studies on China published in 13 advertising, marketing, and
business journals during the decade after joining the World Trade Organization (WTO)(2002 …

Purpose–The purpose of this study is to investigate the effects of national culture on the
diffusion process of business‐to‐consumer (B2C) e‐commerce using Hall's cultural …

It is a truism that successful persuasive messages should be adapted to audience values. A
substantial research literature-not previously systematically reviewed-has examined …

Purpose This study aims to examine the contribution of cultural intelligence (CQ) to the level
of adaptive selling behavior and customer-oriented selling behavior of salespeople in a …

Across two studies, this research elucidates on which green messages in advertising are
most effective in influencing the perceived effectiveness of green products by examining the …

Ad spending in the Asia-Pacific region is estimated to have reached $210.43 billion in 2018,
or 33.5% of worldwide ad spending (McNair 2018). The importance of Asian markets and …

The purpose of this thesis was to provide insight on attitudes towards Facebook advertising.
In order to figure out the attitudes towards Facebook advertising, a snowball survey was …