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EMAC 2019 Annual Conference


The Attitude towards Ads in Tight Cultures: An Experimental Study
(A2019-7988)

Published: May 28, 2019

AUTHORS

Ulun Akturan, Galatasaray University

KEYWORDS

tight cultures; ad attitude; social deviance

ABSTRACT

This research examines how the attitude toward ads in tight cultures is affected by the advertising theme. Because in tight cultures norms are clearly defined, and severe sanctions imposed in the case of misfits, it is expected that ads having a deviant behavior or stigmatized group will be less likable. Two experimental studies, one including a fictitious brand while the other one including a real brand, was executed by using a non-student sample. The results of the analysis offered empirical validation that consumers in tight cultures are negative towards the ads including deviancy. Moreover, in the case of real brands consumers’ attitudes towards brands are affected negatively after exposed to those norm-violating ads.