2023/09/16 by Jos Hornikx, Anne Janssen, Daniel J. O’Keefe · 1 voice · 1 citation
Business, Management and Accounting · Psychology · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Cultural Differences and Values #Digital Marketing and Social Media
paper · pdf · doi:10.1177/23294884231199088
openalex publication_date 2023/09/16 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/22
Advertisers sometimes use value appeals that are adapted to their specific cultural audience. After a meta-analysis in 2009 showing cultural value adaptation to be effective, new studies have been published and the advertising landscape has rapidly changed. The current meta-analysis involving about 120 comparisons of adapted versus unadapted value appeals on persuasion and ad liking presents three results. First, cultural value adaptation effects in advertising exist (persuasion: mean r = .049; ad liking: mean r = .055). Second, these adaptation effects have diminished over time (correlations between year of publication and persuasion effects: r = −.152; between year of publication and ad liking: r = −.185). Third, the adaptation effects do not allow for dependable advice for practitioners. We discuss these results in the context of globalization and the standardization-adaptation debate.