The Effects of Absurd ads on Memory and Persuasion Across Cultures
Katja Gelbrich. Catholic University Eichstätt-Ingolstadt. email@example.com
Daniel Gäthke*. Catholic University Eichstätt-Ingolstadt. firstname.lastname@example.org
Stanford A. Westjohn. University of Toledo. email@example.com
Keywords: absurdity, memory, persuasion, cross-cultural.
This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede?s cultural values of masculinity and uncertainty avoidance, it is hypothesized that the effect of absurdity on recall is culturally invariant, whereas the effect on attitude toward the ad is contingent on the recipients? cultural orientation. The assumptions are tested using a between-subjects experimental design, in which we manipulated type of absurdity and used masculinity and uncertainty avoidance as blocking variables. Data was collected from 274 students in the US, Germany, Russia, and China. We discuss theoretical and managerial implications of these findings as well as guidelines for further research.
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