Does Sam Fender Have Cancer, Taylor, Tx Obituaries, Kearney Mansion Murders, La Misma Luna Rosario Character Analysis, Accidentally Cooked Meat With Plastic, Articles G

A low-context culture is a culture in which people communicate explicitly. Privacy Policy. Journal of Computer-Mediated Communication. After the two perceived complexity items, ad liking was assessed with two items for each ad with 7-point scales (taken from Le Pair & Van Mulken, Citation2008): The advertisement is badly/well chosen and The advertisement is unattractive/attractive (mean reliability: =.90, range.82.93). Due to this shared understanding, high-context cultures are slightly more informal. Long Term Orientation describes how a society deals with the challenges of the present and future, while also continuing to uphold time-honored traditions. In K. Berardo & D. K. Deardorff, eds. First, whereas the present study took a linear relationship between comprehension and liking as a starting point, future research may examine nonlinear relationships. However, to access this market and connect with German partners and clients, localization is essential.Developing a strategy based on a holistic cultural analysis can feel difficult, if not impossible, to do without an organized approach. The socio- . (The Netherlands is the referent category.). People understand many things that are left unsaid. Because of this, communication can change drastically from one generation to the next, creating communication gaps between parents and children. New empirical studies should be conducted with other countries than Belgium and the Netherlands in order to empirically examine Hall's theoretical classification of high- and low-context cultures. In doing so, we followed current methodological advice (see Hayes, Citation2009; Rucker, Preacher, Tormala, & Petty, Citation2011) to employ bootstrapping as a mediation technique because of its benefits compared to conventional methods, such as bootstrapping's higher power to detect potential indirect effects (e.g., Baron & Kenny, Citation1986). An expert on metaphors in advertising checked the ads on the metaphors that were included, and another expert ensured the cross-cultural equivalence of the material in the Netherlands and Belgium. It is understood that advertising messages targeted at audiences from different parts of the world do not always travel, which increases the need for adapting messages across the globe instead of standardizing them (e.g., Agrawal, Citation1995; Hornikx & O'Keefe, Citation2009; La Ferle, Edwards, & Lee, Citation2008). Status is often shown, especially by cars, watches and technical devices. Register a free Taylor & Francis Online account today to boost your research and gain these benefits: The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking, Centre for Language Studies, Communication and Information Studies, Radboud University Nijmegen, Nijmegen, the Netherlands, Review of a 40-source debate in international advertising: Practitioner and academician perspectives to the standardization/adaptation issue, Ease of message processing as a moderator of repetition effects in advertising, The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations, The predictive validity of multiple-item versus single-item measures of the same constructs, Implicit meaning in visual print advertisements: A cross-cultural examination of the contextual communication effect, A critique of Hall's contexting model: A meta-analysis of literature on intercultural business and technical communication, How to persuade Belgian, French and Dutch business people to listen to your presentation, Beyond Baron and Kenny: Statistical mediation analysis in the new millennium, A new approach to country segmentation utilizing multinational diffusion patterns, Conducting experiments on cultural aspects of document design: Why and how, Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking, Foreign language display in advertising from a psycholinguistic and sociolinguistic perspective: A review and research agenda, High- versus low-context culture: A comparison of Chinese, Korean, and American cultures, Beyond culture or beyond control?