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Neuromarketing Across Cultures - A Cross-Culture Analysis of Emotional Advertising in China and Germany

  • Creating effective cross-cultural advertising campaigns is one of the most challenging ongoing topics in international marketing. This paper aims to apply the insights of cross-cultural neuroscience of emotion to advertising in China and Germany. Examining the differences in cross-cultural perception of emotions will be instrumental for models used in advertisements across China and Germany, help understand the role of consumer age for the emotional reaction to advertisements and elucidate the influence of emotions on cross-cultural prejudices and memory. Based on an expert interview conducted with the neuroscientist Dr. Henning Beck, several hypotheses were generated. In order to investigate the hypotheses, a cross-cultural survey in China and Germany was conducted testing the influence of the own-race bias on emotional advertising using the Self-Assessment Manikin (SAM). The results of the primary research suggest that the perception of emotions is culturally trained and can lead to a different emotional experience of advertising for Chinese and German citizens.

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Metadaten
Author:Julia Strack
Advisor:Heike Stengel
Document Type:Bachelor Thesis
Language:English
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/02/26
Release Date:2019/03/08
Tag:Cross-cultural research; Display rules; Global marketing; Neuromarketing; Self-Assessment Manikin
Page Number:107
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt