Taking cultural mindsets into account is important for successful advertising. “Getting it right” can be a challenge when, for example, US or European companies advertise products in Asia. Findings from a new study from the Philippines provide guidelines for international marketers.
The Journal of Advertising Research has published a study by Dave Centeno at the University of the Philippines. In it, he examines the role of brand-endorsers’ origin on attitudes toward the advertisements. Centino hypothesized that consumers’ cultural mindsets—ethnocentrism and xenocentrism – would impact responses to advertising featuring either country-of-origin or foreign endorsers.
Not surprisingly, that hypothesis was confirmed: Ethnocentric consumers generally favor local brands and endorsers over foreign brands and foreign endorsers. Xenocentric consumers generally favor international brands and global endorsers over local brands and endorsers.
Maybe more importantly, the study found that few consumers have a monolithic cultural orientation. Rather, their disposition depends on which situational cues are activated in their minds. Also, consumers’ age and gender impact reactions to ads.
In sum, the findings suggest that advertising managers should take cultural mindsets among target consumers into account. At the same time, they are likely to find that both local and foreign endorsers can generate positive reactions among most consumers if they are socially attractive and provide a congruent projection of the endorsement.
Source: Centeno, D. (2021, June). How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions. Journal of Advertising Research, Digital First, Vol. 61. Scheduled for print in a forthcoming issue of JAR. (Access Available for ARF members)
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