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

of understanding the type of persuasive messages that are contained in the physical characteristics andcultural characteristics associated with the message sources.Further, according to Kelman‘s (1961) seminal theory on processes of opinion change,advertisements are a form of social influence on consumers. Advertisements contain both verbal (text)and nonverbal components which are processed through the central and/or peripheral informationprocessing routes as explained by the dual process models of persuasion. The nonverbal components ofadvertisements are more likely to be processed via the peripheral route which does not make significantelaborative demands on the consumer. Given the lower literacy levels in the mass market sectors ofemerging markets, it is especially important that the images employed in advertisements are appropriateregarding the messages that they convey to the target market.Though there is a rich corpus of research that has been undertaken on messages source portrayals inadvertising we have found no evidence of research on message source portrayals in advertisementstargeted at low income consumers that emphasize the importance of assessing both the physicalcharacteristics and cultural characteristics. This paper‘s aim is to contribute addressing the dearth ofrelevant research by proposing specific categories and category dimensions that may be used in theanalysis of advertisements in the context an emerging markets.ReferencesAhmed, S. B., Grace, S. L., Stelfox, H. T., Tomlinson, G., & Cheung, A. M. (2004). Gender bias incardiovascular advertisements. Journal of Evaluation in Clinical Practice, 10(4), 531-538.Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (2006). Consumer attitudes toward marketplaceglobalization: Structure, antecedents, and consequences. International Journal of Research inMarketing, 23(3), 227-239.Allan, K., & Coltrane, S. (1996). Gender displaying television commercials: A comparative study oftelevision commercial in the 1950s and 1980s. Sex Roles, 35(3-4), 185-203.Archer, D., Iritani, B., Kimes, D. D., & Barrios, M. (1983). Face-ism: Five studies of sex differences infacial prominence. Journal of Personality and Social Psychology, 45(4), 725-735.Batra, R. (1999). Marketing issues and challenges in transitional economies. In R. Batra (Ed.), Marketingissues in transitional economies (pp. 3-35). Norwell, Massachusetts: Kluwer Academic Press.