The cultural dimension of assertiveness in cross-cultural advertising: The perception and evaluation of assertive advertising appeals

Ralf Terlutter, Sandra Diehl and Barbara Mueller

This paper proposes a conceptual model that attempts to explain the impact of the cultural dimension of assertiveness on the perception and evaluation of a standardised advertisement.

The cultural dimension of assertiveness in cross-cultural advertising: the perception and evaluation of assertive advertising appeals

Ralf Terlutter and Sandra Diehl

University of Klagenfurt

Barbara Mueller

San Diego State University

Introduction

The current paper proposes a conceptual model, which attempts to explain the impact of the cultural dimension of assertiveness on the perception and evaluation of a standardised advertisement. The basic concept behind the model presented here is that a given standardised advertising stimulus is likely to be perceived and evaluated differently in various cultures, dependent upon the level of importance individuals place on assertiveness (individual level assertiveness),...

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