“Enculturated” Pleasure: A Study in Multicultural Engagement How Do Mexican and U.S. Consumers Respond to Humorous Advertising Differently?
Valerie L. Wang
Ohio University
Kevin W. Cruthirds
University of Texas at Brownsville
Yong J. Wang
Ohio University
Jie Wei
National University of Singapore
Management slant
- Mexican and U.S. consumers exhibited similar attitudes toward humorous advertising and differences in responses to various humor styles in advertising. This suggests that the key question in crafting international humorous advertising schemes is how to select effective humor styles.
- International humorous advertising adaptation strategy should be based on the combination of cultural characteristics...