Source and nonsource cues in advertising and their effects on the activation of cultural and subcultural knowledge on the route to persuasion
- 31 August 2002
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 29 (2), 258-269
- https://doi.org/10.1086/341575
Abstract
This article examines how ads with different combinations of source and nonsource cues activate culture-bound cognitions among members of a dominant culture and members of a subculture within that dominant culture. As participants in both the dominant culture and their own subculture, members of subcultures are posited to possess knowledge of both groups. As such, their reactions to mainstream advertising are expected to be similar to those of members of the dominant culture. However, because members of the dominant culture are not as familiar with the subculture, their reactions to cues contained in subculture-targeted ads will differ from those of members of the subculture. Results of an experiment show that dominant culture source cues activate highly internalized dominant cultural models for all participants, leading to self-referencing and favorable ad attitudes. However, subculture source and nonsource cues interact to activate subcultural knowledge, induce self-referencing, and enhance ad attitudes only among members of the subculture.This publication has 43 references indexed in Scilit:
- The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television AdvertisingJournal of Advertising, 2000
- Multicultural minds: A dynamic constructivist approach to culture and cognition.American Psychologist, 2000
- Biculturalism and self-construalInternational Journal of Intercultural Relations, 1999
- To BeandNot to Be: Lifestyle Imagery, Reference Groups, andThe Clustering of AmericaJournal of Advertising, 1995
- How does the congruity of brand names affect evaluations of brand name extensions?Journal of Applied Psychology, 1994
- Influencing Consumer Judgments Using Autobiographical Memories: A Self-Referencing PerspectiveJournal of Marketing Research, 1993
- Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source CuesJournal of Consumer Research, 1991
- Self-ReferencingPersonality and Social Psychology Bulletin, 1989
- Collective Representation in American Anthropological Conversations: Individual and Culture [and Comments and Reply]Current Anthropology, 1984
- Anthropologists View American CultureAnnual Review of Anthropology, 1983