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


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), as well as the level of assertiveness in the environment surrounding that individual (societal level assertiveness). Hence, the model explicitly differentiates between cultural dimensions on an individual level versus cultural dimensions on a societal level.