TY  - CHAP
AB  - This study compares the informativeness and the appeals used in magazine advertising in China with those used in France and in the United States. It provides international marketers with a snapshot of current magazine advertising tactics and provides scholars with an assessment of how consistently expectations based on seminal cross-cultural research predict the informativeness and the appeals used in magazine advertising in each country. Surprisingly, the expectations based on the literature were most often inconsistent with the observations. These findings should serve as a reminder to international marketing scholars that the seminal cross-cultural works, as useful as they are in providing cultural insights, were never intended to apply equally to all subgroups (e.g., the Little Emperors) within a culture.
VL  - 18
SN  - 978-1-84950-485-0, 978-0-7623-1412-6/1474-7979
DO  - 10.1016/S1474-7979(06)18007-2
UR  - https://doi.org/10.1016/S1474-7979(06)18007-2
AU  - Zheng Lu
AU  - Phelps Joseph E.
AU  - Pasadeos Yorgo
AU  - Zhou Shuhua
ED  - Charles R. Taylor
ED  - Doo-Hee Lee
PY  - 2007
Y1  - 2007/01/01
TI  - Do the Little Emperors Rule? Comparing Informativeness and Appeal Types in Chinese, American, and French Magazine Advertising
T2  - Cross-Cultural Buyer Behavior
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 159
EP  - 177
Y2  - 2024/09/24
ER  -