Effects of Researchers’ Cultural Backgrounds on the Relative Success of Culturally Adapted and Unadapted Advertisements

• In Event: Behind the Scenes: Methods and Approaches to Intercultural Communication

Abstract

This study investigated whether the cultural composition of research teams affects the outcomes of communication studies on cultural variation. This question was addressed by re-analyzing the results of a meta-analysis by XX (in press) on cultural value appeals in advertisements. In general, the cultural composition of research teams does not affect the outcomes of studies examining the relative effectiveness of advertising appeals that are adapted or unadapted to the audience’s cultural values.

Authors

• Jos Hornikx, Radboud University Nijmegen

• Daniel O'Keefe, Northwestern University