Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China

This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how advertising image incongruence in the globalized marketing communication context of China may lead to consumers' use of persuasion knowledge (i.e.,...