CULTURAL-VALUES IN INTERNATIONAL ADVERTISING - AN EXAMINATION OF FAMILIAL NORMS AND ROLES IN MEXICO

Past research suggests that the cultural value orientation, individual ism-collectivism, should be considered when developing international a dvertising campaigns. The present study examines how (in)consistencies in collectivist values (e.g., familial norms and roles) may affect at titudes and behaviors toward advertised products within a collectivist culture, Mexico. The findings suggest advertisements that depict cons istencies in local cultural norms and roles are viewed more favorably and purchase intention is higher than for advertisements that depict i nconsistencies. The data provide no support for the moderating role of individual-level differences in value orientation (i.e., allocentric versus idiocentric tendencies) on persuasion measures. Interestingly, product category advertised appears to be the best moderator of the re lative strength of role and norm effects on ad attitudes and purchase intention. (C) 1997 John Wiley & Sons, Inc.