CoChat
Sign Up
Cited by 81Cultural Differences and ValuesConsumer Behavior in Brand Consumption and IdentificationMarketing and Advertising Strategies

Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals

Open access
Shavitt, Sharon, Johnson, Timothy P., Zhang, Jing·2011·Journal of International Consumer Marketing
DOI 10.1080/08961530.2011.578064PMC PMC4279851
Open this paper in CoChat — free account

Abstract

The distinction between vertical (emphasizing hierarchy) and horizontal (valuing equality) cultures yields novel predictions regarding the prevalence of advertising appeals. A content analysis of 1211 magazine advertisements in five countries (Denmark, Korea, Poland, Russia, U.S.) revealed differences in ad content that underscore the value of this distinction. Patterns in the degree to which ads emphasized status benefits and uniqueness benefits corresponded to the countries' vertical/horizontal cultural classification. These and other patterns of ad benefits are analyzed and the predictions afforded by the vertical/horizontal distinction versus the broader individualism-collectivism distinction are compared and tested.

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Integrity signals

Registry

Crossref · 10.1080/08961530.2011.578064

Cites

3 of 3 references verified0 citation errors · 0 not checkable

Statistics

Claims the paper makes

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • Advertising appeals vary as a function of the vertical (hierarchy) and horizontal (equality) orientation of the culture.

    “the relationship between culture and advertising is multifaceted, with advertising appeals varying also as a function of the vertical, or hierarchy, and horizontal, or equality, orientation of the culture (Shavitt, Johnson, & Zhang, 2011).”

    From An Integrative Terror Management Theory Perspective on Media Effects: A Model and 12 Hypotheses for Research (2016) · cites this paper as Shavitt, Johnson, & Zhang, 2011

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

The self-check needs the paper’s full text.

Cites

Flagged first, then by citations

Research works printed but not linked: 36

  1. Aaker JL, Lee AY. “I” seek pleasures and “we” avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research. 2001;28(1):33–49. [Google Scholar]
  2. Aaker JL, Maheswaran D. The effect of cultural orientation on persuasion. Journal of Consumer Research. 1997;24(3):315–328. [Google Scholar]
  3. Aaker JL, Sengupta J. Addivity versus attenuation: The role of culture in the resolution of information incongruity. Journal of Consumer Psychology. 2000;9(2):67–82. [Google Scholar]
  4. Aaker JL, Williams P. Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research. 1998;25(3):241–261. [Google Scholar]
  5. Alden DL, Hoyer WD, Lee C. Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. Journal of Marketing. 1993;57(2):64–75. [Google Scholar]
  6. Alden DL, Stayman DM, Hoyer WD. Evaluation strategies of American and Thai consumers. Psychology and Marketing. 1994;11(2):145–161. [Google Scholar]
  7. Askgaard H. As Denmark sees herself and is seen by others. In: Himmelstrup P, Hegelund K, Askgaard H, editors. Discover Denmark--On Denmark and the Danes: Past, present and future. 7-26 Herning, Denmark: Danish Cultural Institute, Copenhagen and Systime Publishers; 1992. [Google Scholar]
  8. Choi SM, Lee WN, Kim HJ. Lessons from the Rich and Famous: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising. Journal of Advertising. 2005;34(2):85–98. [Google Scholar]
  9. Choi YK, Miracle GE. The effectiveness of comparative advertising in Korea and the United States: A cross-cultural and individual-level analysis. Journal of Advertising. 2004;33(4):75–87. [Google Scholar]
  10. Cialdini RB, Wosinka W, Barrett DW, Butner J, Gornik-Durose M. Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin. 1999;25(10):1242–1253. [Google Scholar]
  11. Daun A. Individualism and collectivity among Swedes. Ethnos. 1991;56:165–172. [Google Scholar]
  12. Daun A. Modern and modest: Mentality and self-stereotypes among Swedes. In: Sjoegren A, Janson L, editors. Culture and management. 101-111 Stockholm, Sweden: Institution for International Business; 1992. [Google Scholar]
  13. de Mooij MK. Global marketing and advertising: Understanding cultural paradoxes. CA, US: Sage Publications, Inc; 1998. [Google Scholar]
  14. Feather N. Attitudes toward high achievers and reaction to their fall: Theory and research concerning tall poppies. In: Zanna MP, editor. Advances in experimental social psychology. Vol. 26. San Diego, CA: Academic Press; 1994. pp. 1–73. [Google Scholar]
  15. Gannon MJ. Understanding global cultures: Metaphorical journeys through 23 nations. 2nd. CA: Sage Publications, Inc; 2001. [Google Scholar]
  16. Gardner WL, Gabriel S, Lee AY. “I” value freedom, but “we” value relationships: Self-construal priming mirrors cultural differences in judgment. Psychological Science. 1999;10(4):321–326. [Google Scholar]
  17. Gudykunst WB, Ting-Toomey S. Culture and interpersonal communication. Newbury Park, CA: Sage; 1988. [Google Scholar]
  18. Gürhan-Canli Z, Maheswaran D. Cultural Variations in Country of Origin Effects. Journal of Marketing Research. 2000;37(3):309–317. [Google Scholar]
  19. Hofstede GH. Culture's Consequences: International Differences in Work-Related Values. Newbury Park: Sage; 1980. [Google Scholar]
  20. Lalwani AK, Shavitt S, Johnson TP. What is the relation between cultural orientation and socially desirable responding? Journal of Personality and Social Psychology. 2006;90(1):165–178. doi: 10.1037/0022-3514.90.1.165. [DOI] [PubMed] [Google Scholar] · DOI
  21. Maheswaran D, Shavitt S. Issues and new directions in global consumer psychology. Journal of Consumer Psychology. 2000;9(2):59–66. [Google Scholar]
  22. Markus HR, Kitayama S. Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review. 1991;98(2):224–253. [Google Scholar]
  23. Nelson MR, Shavitt S. Horizontal and vertical individualism and achievement values: A multimethod examination of Denmark and the United States. Journal of Cross-Cultural Psychology. 2002;33(5):439–458. [Google Scholar]
  24. Naumov AI, Puffer SM. Measuring Russian culture using Hofstede's dimensions. Applied Psychology: An International Review. 2000;49(4):709–718. [Google Scholar]
  25. Oyserman D, Coon HM, Kemmelmeier M. Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses. Psychological Bulletin. 2002;128(1):3–72. [PubMed] [Google Scholar]
  26. Reykowski J. Collectivism and individualism as dimensions of social change. In: Kim U, Triandis H, Kagitcibasi C, Choi SC, Yoon G, editors. Individualism and collectivism: Theory, method, and applications. Thousand Oaks, CA: Sage; 1994. pp. 276–292. [Google Scholar]
  27. Reykowski J. Belief systems and collective action: Changes in Poland from the psychological perspective. Applied Psychology: An International Review. 1998;47:89–108. [Google Scholar]
  28. Shavitt S, Lalwani AK, Zhang J, Torelli CJ. The horizontal/vertical distinction in cross-cultural consumer research. Journal of Consumer Psychology. 2006;16(4):325–356. [Google Scholar]
  29. Shavitt S, Lee A, Johnson TP. Cross-cultural consumer psychology. In: Haugtvedt C, Herr P, Kardes F, editors. Handbook of Consumer Psychology. Mahwah, N.J.: Erlbaum; 2008. pp. 1103–1131. [Google Scholar]
  30. Shavitt S, Torelli CJ, Wong J. Identity-based motivation: Constraints and opportunities in consumer research. Journal of Consumer Psychology. 2009 doi: 10.1016/j.jcps.2009.05.009. [DOI] [PMC free article] [PubMed] [Google Scholar] · DOI
  31. Singelis TM, Triandis HC, Bhawuk D, Gelfand MJ. Horizontal and vertical dimensions of individualism and collectivism: A theoretical and measurement refinement. Cross-Cultural Research: The Journal of Comparative Social Science. 1995;29(3):240–275. [Google Scholar]
  32. Triandis HC. Individualism and collectivism. CO: Westview Press; 1995. [Google Scholar]
  33. Triandis HC, Chen XP, Chan DK. Scenarios for the measurement of collectivism and individualism. Journal of Cross-Cultural Psychology. 1998;29(2):275–289. [Google Scholar]
  34. Triandis HC, Gelfand MJ. Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology. 1998;74(1):118–128. [Google Scholar]
  35. Weldon E. Deindividualization, interpersonal affect and productivity in laboratory task groups. Journal of Applied Social Psychology. 1984;14(5):469–485. [Google Scholar]
  36. Zhang J, Nelson MR, Mao E. Beyond de Tocqueville: The roles of vertical and horizontal individualism and conservatism in the 2004 U.S. presidential election. Journal of Consumer Psychology. 2009;19(2):197–214. [Google Scholar]

Cited by

Sorted by citations

Authors
Shavitt, S., Johnson, T. P., & Zhang, J.
Affiliations
  • University of Illinois Urbana-Champaign (US)
  • University of Illinois Chicago (US)
  • California State University, Sacramento (US)
ORCID
Venue
Journal of International Consumer Marketing
Publisher
Informa UK Limited
Published
2011-05
Volume
23
Issue
3-4
Pages
297-310
ISSN
  • 0896-1530 (ISSN-L)
  • 1528-7068
DOI
10.1080/08961530.2011.578064
PMC
PMC4279851
OpenAlex
W1570384320
Cited by
81
References
3
Citations by year
2026: 28 · 2025: 4 · 2024: 4 · 2023: 7 · 2022: 5 · 2021: 4 · 2020: 9 · 2019: 1 · 2018: 2 · 2017: 6 · 2016: 4 · 2015: 2 · 2013: 3 · 2012: 2
FWCI
2.18
Type
journal article
Language
en
Open access
Locations
  • Journal of International Consumer Marketing (publishedVersion)
  • PubMed (publishedVersion)
  • Europe PMC (PubMed Central) (acceptedVersion)
  • PubMed Central (acceptedVersion)
  • PubMed
Funders
National Institutes of Health (5r01hd053636-03)
Topics
  • Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
advertising appeals, cultural values, individualism-collectivism, cross-cultural advertising, magazine advertising

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review