Index of Paper Presentations for the Parallel Sessions - Academy of ...

Cultural Characteristics of the Message SourceThe images of women depicted in advertisement also communicate cultural information. Culturalvalues have long been known to correlate with consumer behavior (Henry, 1976). In internationalmarketing, culture traditionally is operationalized using values (Usunier & Lee, 2009). Marketing andadvertising research has been influenced most by the value contents and structure theory (Schwartz, 1994;Schwartz, et al., 2001).Values are enduring, desirable trans-situational goals that vary in importance and serve as guidingprinciples in the life of a person or other social entity (Rokeach, 1973; Schwartz, 1994). ―Implicit in thisdefinition of values as goals is that (1) they serve the interests of some social entity, (2) they can motivateaction - giving it direction and emotional intensity, (3) they function as standards for judging andjustifying action, and (4) they are acquired both through socialization to dominant group values andthrough the unique learning experiences of individuals‖ (Schwartz, 1994, p. 21). Schwartz developed thePortrait Values Questionnaire (PVQ) for use in contexts including low-income consumers in emergingmarkets (Schwartz, et al., 2001). The ten motivational types of values in the PVQ are outlined in Table 3.In addition to values, social axioms may also be employed understand the cultural information inadvertisements. The most recent large-scale programmatic approach to measuring cultural dimensions, thesocial axioms survey, has been orchestrated by Leung and Bond (Leung, Bhagat, Buchan, Erez, & Gibson,2005). The social axioms survey measures five social axiom dimensions (Table 4). Leung and Bondpropose that values provide the answer to the question ―What goals will be pursued in life?‖ while socialaxioms answer the question ―How will these goals be pursued?‖ Social axioms are general beliefs thatpeople hold about the world and how things work in the world (Leung, et al., 2002).Table 3Value Constructs, Definitions, and ExamplesValue