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

affective responses through nonverbal elements in persuasive communication is important.Finally,nonverbal communication can be used to investigate the match or consistency between verbal elementsand nonverbal elements of. This facilitates inquiry into the extent of sincerity and depth of the persuasivecommunication, the communicator‘s difficulties in crafting the behaviors portrayed in the message, andthe importance of nonverbal and verbal elements to specific target audiences. The consistency argumentsuggests that marketers should incorporate nonverbal elements in their persuasive communication as asincerity check or to monitor communicational conflicts.The objective of this review is to identify physical and cultural characteristics in gender portrayalsin advertisements that can be used to assess advertisements in emerging market countries. This isimportant because the review puts together a list of advertising stimuli and cultural characteristics culledfrom different sources that can be applied to study advertisements. This is an important contribution to theemerging markets‘ advertising, source effects, and gender literatures.The main justifications for this review is that marketplace globalization has increased awareness ofimportant fundamental differences between high income countries (HIC) and emerging markets (EM)societies, which include basic differences in socioeconomic, cultural and regulative institutions. Mostprior research on source effects has been undertaken in HICs. In comparison, EMs are characterized bysocioeconomic institutions usually associated with low human development (i.e., low formal education,literacy and numeracy, relative youth, low access to print media and books) as well as important culturaland regulative differences.Conceptually, these differences make it unclear if theories developedelsewhere apply in EMs, suggesting the ―need to test even our most established theories in EMs‖ (Burgess& Steenkamp, 2006, p. 345). Practically, these differences suggest the need for locally adapted marketingprograms (Burgess & Steenkamp, 2006). Thus, the different institutional contexts should cause us toquestion the wisdom of assuming the generalizability of theories and empirical findings from HICs to theEMs and spur us to undertake more research in EMs (Burgess & Steenkamp, 2006).