Adapting Consumer Advertising Appeals to Cultural Values A Meta-Analytic Review of Effects on Persuasiveness and Ad Liking

By Jos Hornikx, Daniel J. O'Keefe. 2009

100 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f03ab2cbbe9c84d234a8f2587e279f554d3b0fc9

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Jos Hornikx

In Social Psychology

1. Jos Hornikx

In Sociology and Political Science

1. Jos Hornikx

Citations in the corpus

• English or a Local Language in Advertising? (2010, background): “Hornikx and O’Keefe (2009) summarized the findings of such studies in a meta-analysis and showed that, in general, ads with culturally adapted value appeals are more persuasive and better liked than ads with culturally unadapted value appeals.”