The Effects of Model Nationalities, Message Types, New Product Types and Cultural Distances on Consumer Attitudes toward the Ads and Products

광고 모델의 국적과 메시지 및 신제품 유형, 문화적 거리감이 광고 및 제품 태도에 미치는 영향

  • 박현정 (충북대학교 국제경영학과) ;
  • 두예닝 (충북대학교 국제경영학과)
  • Received : 2018.04.11
  • Accepted : 2018.05.15
  • Published : 2018.06.28


The purpose of this study is to examine the effects of psychological distances on the consumer attitudes related to new product advertising based on the construal level theory. In particular, this study intends to test the interaction effects among models' nationalities, the newness of new products and message types on the Chinese consumer attitudes toward the advertisements or products. Perceived cultural distances were also considered to have moderating role on the interaction effects. The results indicated that the fits of psychological distances led more positive attitudes. Consumers showed more positive attitudes toward abstract(vs concrete) advertising with foreign models. In the domestic model advertising, consumer attitudes were enhanced when concrete(vs abstract) messages were provided. The findings also demonstrate that the influences could be different according to perceived cultural distances.


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