Consumer Response to Advertising Endorsers' Sexual Information: Western Individualism vs. Eastern Confucian Conservatism |
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Authors: | Hojoon Choi Jooyoung Kim |
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Institution: | 1. Jack J. Valenti School of Communication, University of Houston 101 Communications Building, Houston, TX;2. Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA |
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Abstract: | Focusing on the cultural differences between the United States and South Korea, this study examines the moderating effects of advertising endorsers' gender (male vs. female) and intimate sexual information (i.e., premarital sexual behavior) on consumer responses to advertising. The results demonstrate that intimate sexual information of advertising endorsers was negatively perceived among Korean consumers but not among U.S. consumers. In addition, Korean consumers evaluated intimate sexual information of female endorsers more negatively than that of male endorsers, suggesting gender-biased processing. These findings provide several theoretical and practical implications. |
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Keywords: | confucian values cultural difference international advertising gender bias south korea united states |
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