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Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory

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References

1997The Effect of Cultural Orientation on Persuasion547 cited
2004CHINESE CONSUMER READINGS OF GLOBAL AND LOCAL ADVERTISING APPEALS425 cited
1995Self‐concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode370 cited
1996Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions347 cited
1994Ethical Judgments of Sexual Appeals in Print Advertising241 cited
2001More than just a pretty face: conversational protocols and the affordances of embodiment140 cited
1998Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis138 cited
1997‘Holding up Half of the Sky’? A Sociocultural Comparison of Gender‐Role Portrayals in Chinese and US Advertising120 cited
2005Cross-Cultural Differences in Sexual Advertising Content in a Transnational Women's Magazine117 cited
2004Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements100 cited
1993Female nudity: attitudes towards the ad and the brand, and implications for advertising strategy89 cited
1982Sex Appeal in Advertising79 cited
2008Examining the Influence of Culture on Perceived Source Credibility of Asian Americans & the Mediating Role of Similarity65 cited
2003An Asian perspective of offensive advertising on the web

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65 cited

1997Women in advertising: a comparison of television advertisements in China and Singapore51 cited

1995A model to explore the ethics of erotic stimuli in print advertising50 cited

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2022Affective resistance to narrative persuasion25 cited
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2019Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising14 cited
2021Keeping It Real or Bridging the Gap? Brand Positioning of U.S. Sport Teams in Germany and China13 cited
2012Changing consumer markets and marketing in China8 cited
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