Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising

Roy Toffoli and Dr Michel Laroche

The first objective of this study was to examine how Hong Kong Chinese and Anglo-Canadians differed in their perceptions of the honesty and forcefulness of a message source in informational advertising.

Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising

Roy ToffoliUniversity of Quebec in Montreal

and

Michel LarocheConcordia University, Montreal

Objectives of the study

A great deal of research has been carried out on the various brand persuasion processes that occur within a particular culture, most notably the American culture. However, there is still relatively little theoretical and empirical work that has been done in the crosscultural advertising context. With the increasing globalisation of business, more work needs to be done on examining how consumers from different cultures perceive and react to different communication factors....

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