Who said what: The effects of cultural mindsets on perceptions of endorser–message relatedness

Volume: 25, Issue: 3, Pages: 389 - 403
Published: Feb 24, 2015
Abstract
The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between...
Paper Details
Title
Who said what: The effects of cultural mindsets on perceptions of endorser–message relatedness
Published Date
Feb 24, 2015
Volume
25
Issue
3
Pages
389 - 403
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.