A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements

Cheng Lu Wang*, Allan K K CHAN

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)

Abstract

Psychologists and anthropologists have long absented that people in different cultures have different self-concepts in terms of the relation between self and other people. The separated self-schema or "separatedness" is most often attributed to Western cultures. Applies the connectedness-separateness theory to test a set of hypotheses using content analysis of advertising themes across cultures. Results revealed that "connected appeals" were used more in PRC advertising, while "separated appeals" were used more in US advertising. Target audiences and product types were, found to moderate the cultural effect. The findings were, predicted and explained by the connectedness-separateness self-schema theory. Implications and future research directions are discussed.

Original languageEnglish
Pages (from-to)145-159
Number of pages15
JournalInternational Marketing Review
Volume18
Issue number2
DOIs
Publication statusPublished - 2001

Scopus Subject Areas

  • Business and International Management
  • Marketing

User-Defined Keywords

  • Advertising
  • International marketing
  • Marketing communications
  • National cultures

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