advertising – Success Across Cultures

“Go green, breathe clean.”

“If you cannot reuse, refuse.”

These slogans may rhyme (sometimes), but do they stick with you?

That might depend on your culture.

As climate and the environment become an increasingly hot topic (no pun intended), green product advertisers face the challenge of both pushing consumers toward sustainable products and retaining public interest.

In a world focusing more and more on sustainable consumption and production, driving change in consumers’ unsustainable habits is paramount.

But for advertisers, a greener future is not yet clear.

Essential to clarifying it are the cultural underpinnings that shape consumers’ motives for buying and consumption.

That’s where cultural research comes in.

This study dissects the role of cultural value orientation in environmental behavior, particularly in consumer preferences for green products.

Horizontal Individualism vs. Vertical Collectivism & Green Motivation

The primary goal of this study was to unravel the influence of horizontal individualism and vertical collectivism on consumers’ attitudes toward green products and their purchase intentions.

The study also aimed to dissect the role of environmental responsibility as a mediator in the relationship between these cultural values and consumers’ green product attitudes.

Collecting data from two distinct cultures that represent both extremes – Pakistan (vertical collectivism) and Finland (horizontal individualism) – the study found that environmental responsibility connected positively with cultural values in both countries, showing a shared commitment to environmental protection.

And, in fact, environmental responsibility didn’t just play a supporting role; it was a full mediator in the relationship between cultural values and consumers’ attitudes towards green products.

Consumers Believe in Their Role

Findings showed that consumers in both cultures believe they’re responsible for taking an active role in issues related to environmental protection, ultimately shaping positive attitudes towards green products.

The results encourage a shift in focus, with a recognition that HI and VC consumers harbor a unique sense of environmental responsibility that guides their choices.

For the VC-Pakistan culture, embracing eco-consciousness can serve as a status symbol, appealing to their desire to display social status and fulfill in-group and family obligations.

Marketers should weave these themes into their advertising messages to promote the purchase and consumption of green products.

In contrast, HI-Finland consumers seek uniqueness and self-reliance in their surroundings.

Therefore, marketers targeting this group should craft messages that emphasize these merits, showcasing how green products can make them stand out and express self-reliance in environmental protection.

In order to advance their agenda, multinational companies should apply these findings, adapting their green marketing and advertising strategies to resonate with the prevailing cultural values in each country.

The larger implication is clear: to foster a greener future, green marketing and advertising should not merely rely on economic and status benefits but should also convey the importance of environmentally responsible consumption.

Cause-related, socially responsible, environmentally friendly, and mindful consumption messages can ignite the demand for green products.

The glossy page of an in-flight magazine shows an ad of a woman running while clutching a sleek new mobile phone.

Several passersby turn to watch her run past.

The ad reads “Turning heads with America’s Slimmest Phone!”

Does this ad appeal to you?

Would it appeal generally to the people of your culture?

While it’s not uncommon to encounter advertisements promising to elevate a consumer’s status and leave a lasting impression on others, the role of culture in shaping the resonance of such appeals cannot be understated.

The degree to which such advertisements motivate consumers may vary depending on the cultural context.

This study set out to explore the influence of culture on the use of persuasive appeals highlighting the allure of status benefits and various other advantages.

The Study’s Hypotheses

The study’s hypotheses stem from a nuanced consideration of cultural distinctions, particularly the contrast between horizontal cultures, which value equality, and vertical cultures, which emphasize hierarchical structures.

The researchers argued that this cultural distinction offers a unique lens through which to make predictions, revealing insights not traditionally associated with broader cross-cultural differentiations between individualism and collectivism.

The delineation between vertical cultures and horizontal cultures offers a fresh perspective on the prevalence and content of advertising appeals.

The Study

Through a comprehensive content analysis encompassing 1,211 magazine advertisements across five diverse countries (Denmark, Korea, Poland, Russia, and the United States), researchers uncovered distinct patterns in ad content that underscore the significance of this cultural distinction.

In their in-depth examination, they delved into these ad content patterns and their implications.

They undertook a comparative analysis, pitting the predictions derived from the vertical/horizontal cultural distinction against those derived from the broader individualism-collectivism framework, ultimately subjecting these predictions to empirical testing.

Notably, the analysis revealed variations in the emphasis on status benefits and uniqueness benefits within advertisements, mirroring the countries’ categorization as vertical or horizontal cultures.

The Results

The study’s comprehensive analysis of magazine advertisements spanned several countries, each representing distinct cultural orientations, including VI (United States), HI (Denmark), and VC (Korea, Russia, Poland).

Researchers noted a distinct emphasis on status-related benefits within advertising appeals in countries aligned with VC cultures, which includes Korea, Russia, and Poland, as well as the VI culture in the United States.

This emphasis encompassed depictions of luxury, references to prestige, impressing others, prominence, affiliations with high-status groups (e.g., ivy league graduates), endorsements by high-status individuals (e.g., celebrities), and other forms of distinction (e.g., “award-winning”).

This focus on status benefits corresponded with the cultural profiles of these countries.

Notably, in all VC societies examined, status benefits emerged as a dominant theme in advertising, often overshadowing appeals emphasizing pleasure, uniqueness, or relationships.

In stark contrast, the emphasis on pleasure appeals was preferred in the HI culture of Denmark.

Uniqueness-related appeals, which included elements of differentiation, self-expression, self-reliance, and novelty, were also more prominent in HI cultures compared to VI and VC cultures.

These appeals portrayed the product as a means of self-expression, aligning with cultural contexts emphasizing individuality, distinctiveness, and self-reliance.

Notably, although both the United States and Denmark are categorized as individualistic societies, their advertisements significantly differed in their emphasis on uniqueness and status, reflecting the nuances of their vertical and horizontal cultural values.

These patterns were not anticipated by conventional analyses based on the broader individualism-collectivism classification.

As expected, the prevalence of ads emphasizing pleasure benefits largely corresponded to the individualism-collectivism orientation of the society.

These appeals, which cater to personal hedonic goals valued in individualistic cultures, were more prevalent in individualistic societies than in collectivistic ones, with the contrast between HI and VC cultures proving particularly significant.

However, no significant differences emerged across individualistic and collectivistic cultures in regard to relationship appeals, which focused on sociability, nurturing, warmth, and belongingness.

Overall, the study found that the conventional individualism-collectivism framework falls short in predicting the prevalence of such appeals, making the horizontal/vertical cultural distinction a valuable addition to cross-cultural theory and research.

Tag: advertising

Going Green: How Culture Plays A Part In Green Marketing & Advertising Strategies

Horizontal/Vertical Cultures & Advertising: Does Status, Pleasure, or Relationships Appeal to Your Culture?