Who said what : The effects of cultural mindsets on perceptions of endorser – message relatedness ☆

  • Mina Kwon, Geetanjali Saluja, Rashmi Adaval
  • Published 2015


The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and… (More)

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