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Consumers' response to offensive advertising: a cross cultural study

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References

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734 cited

1991Understanding Cultural Differences: Germans, French and Americans623 cited

1989The Impact of Feelings on Ad-Based Affect and Cognition614 cited

Cited by

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2011Humor and cultural values in print advertising: a cross‐cultural study95 cited
2008Nudity of female and male models in primetime TV advertising across seven countries70 cited
2020Condoms and bananas: Shock advertising explained through congruence theory59 cited
2024Construal level theory in advertising research: A systematic review and directions for future research47 cited
2016Consumer decision making styles in developed and developing markets: A cross-country comparison46 cited
2008A cross‐cultural validation of a gender role identity scale in marketing43 cited
2018How to Build Consumer Trust: Socially Responsible or Controversial Advertising40 cited
2012Impacts of advertisements that are unfriendly to women and men37 cited
2018Advertising appeals and Malaysian culture norms28 cited
2014Shock Advertising: Not So Shocking Anymore. An Investigation among Generation Y26 cited
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