Source and Nonsource Cues in Advertising and Their Effects on the Activation of Cultural and Subcultural Knowledge on the Route to Persuasion

Bibliographic Data

ID2214565
AuthorsAnne M Brumbaugh (Wake Forest University, corresponding author)
Year2002
Volume29
Issue2
Pages258-269
Publication date2002-09-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/341575
OpenAlexW2105073934
LanguageEN
Citations received16
References cited43

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. Copyright 2002 by the University of Chicago

Advertising · Business · Persuasion · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Digital Communication and Language · Psychology · Social Psychology

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