This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Hoeken, H. Articles by Starren, M. Search for Related Content Social Bookmarking                   What's this?

International Advertising in Western Europe: Should Differences in Uncertainty Avoidance be Considered when Advertising in Belgium, France, The Netherlands and Spain?

University of Nijmegen

Corine van den Brandt

University of Nijmegen

Rogier Crijns

University of Nijmegen

Núria Domínguez

University of Nijmegen

Berna Hendriks

University of Nijmegen

Brigitte Planken

University of Nijmegen

Marianne Starren

University of Nijmegen

There is an ongoing debate as to whether cultural differences necessi tate adaptation of advertisements to local circumstances in interna tional business communication. In particular, value appeals are thought to be culturally sensitive because cultures differ with respect to which values are considered important, and it is thought that appealing to important values is more persuasive than appealing to ones less impor tant. This article reports on an experiment in which the persuasiveness of an appeal to security was compared to that of an appeal to adven ture. The relative persuasiveness of these appeals was studied in coun tries (i.e., Belgium, France and Spain) that are characterized as high uncertainty avoidance cultures, and a country characterized as a low uncertainty avoidance culture: The Netherlands. Results showed that the two value appeals proved equally persuasive for all countries.

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				F. Bargiela-Chiappini, A. M. Bulow-Moller, C. Nickerson, G. Poncini, and Yunxia Zhu Five Perspectives on Intercultural Business Communication Business Communication Quarterly, January 1, 2003; 66(3): 73 - 96. [PDF]