"I'm (Not) Offended by Whom I See!" The Role of Culture and Model Ethnicity in Shaping Consumers' Responses toward Offensive Nudity Advertising in Asia and Western Europe

Based on culture identity theory and schema theory, we investigate how model ethnicity influences the perception and effectiveness of potentially offensive nudity advertising in Asia and Western Europe. Study 1 with 5,193 ad evaluations by 1,731 subjects from two countries shows that the overall per...

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Veröffentlicht in:	Journal of advertising 2022-04, Vol.51 (1), p.57-75
Hauptverfasser:	Terlutter, Ralf, Diehl, Sandra, Koinig, Isabell, Chan, Kara, Tsang, Lennon
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Asien Consumers Culture Ethnicity Konsumentenverhalten Nudity Psychologie Werbung Westeuropa
Online-Zugang:	Volltext
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