| Autor: |
Zhou, Shuhua, Xu, Jie, Ye, Yinjiao, Zhou, Peiqin |
| Předmět: |
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| Zdroj: |
Conference Papers -- International Communication Association; 2007 Annual Meeting, p1-1, 1p |
| Abstrakt: |
This paper examines visual elements of TV commercials that influence viewers' affect, perception, and purchase intention. Based on theories differentiating cultures along the dimensions of contextuality as well as individualism and collectivism, an experimental study was designed to test the effects of culture-congruent visuals on viewers' affect, perception and behavioral intentions, in contrast to culture-incongruent visuals. These manipulated visuals included presence or absence of a visual story line, early or late brand acknowledgement as well as individual or group images within commercials. 2 experiments were conducted with U.S. and Chinese college students utilizing the same stimuli and equivalent measurement. For U.S. viewers, results consistently pointed to the effectiveness of culture-congruent visuals, despite a reverse effect from commercials with individual images. For Chinese viewers, results were inconsistent, indicating that the influence of culture congruent factors is probably more complicated than commonly assumed. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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