The Link Between Personal Values and Advertising Appeals

Abstract

Across the two very different cultures of India and the United States, this study examines and contrasts the relationship between personal values on the one hand and attitudes toward sex and humor advertising appeals on the other hand. Application and testing of the Scott-Lamont hierarchical values model shows that in India and the US. we hold generally the same broad range of personal values, be it in different degree; however, one set of personal values will influence attitudes toward a given advertising appeal in the U.S. In addition, when the same values are found to influence a given advertising appeal, at times they do so in opposite directions. These findings cast doubt on whether advertising appeals can be standardized effectively across cultures; as well this finding points up ways to adapt advertising approaches to fit different cultures.