Acculturation and advertising communication strategies: A cross‐cultural study of Chinese and Americans

TLDR

The expanding global economy has increased cross‑cultural marketing efforts, making cultural awareness essential for effective communication, as acculturation reflects changes in attitudes, values, and behaviors toward another culture's norms. The study investigates how varying levels of acculturation influence consumer attitudes toward advertising variables. This relationship is examined through a cross‑cultural empirical study comparing Chinese and American participants. The analysis yields managerial implications that highlight the importance of tailoring advertising strategies to acculturation levels. © 1993 John Wiley & Sons, Inc.

Abstract

Abstract The development of a world economy produces more and more marketing efforts that cross cultural boundaries. Sometimes these boundaries are a function of nationality; other times they are defined by culture in a broader sense. In any case, marketers and advertisers are becoming increasingly aware of the need to be culturally conscious in their efforts to communicate with people of various cultural origins. Effective communication depends, to a large extent, on the understanding of the dynamics of culture. Acculturation therefore describes the changes in attitudes, values, and behaviors of members of one cultural group toward the norms of the other cultural group. This article examines the relationship between levels of acculturation and consumer attitudes toward advertising‐related variables in a cross‐cultural empirical study. Based on the discussion of acculturation and empirical results, useful managerial implications are also provided. © 1993 John Wiley & Sons, Inc.