Sandra DIEHL, Barbara MUELLER, and Ralf TERLUTTER (Alpen-Adria Universitaet Klagenfurt), The Usefulness of GLOBE Dimensions in Analyzing Consumer Perceptions of Advertising: Results from Multinational Studies,English/28 pages, June 2014.


The development of culturally-based models may contribute to a more general theory of culture’s impact on advertising, which has been identified as a key area for future research in international advertising (Taylor, 2005, 2007, 2010). First we summarize the research we have conducted on five cultural dimensions of the GLOBE framework, and then a culturally-based conceptual model is proposed which seeks to explain the influence of GLOBE dimensions on the perception and evaluation of an advertisement. The basic concept of this model is that a given standardized advertising stimulus is likely to be perceived and evaluated differently in various cultures, dependent upon the level of importance which individuals in those cultures place on a given cultural dimension, and on the practices regarding the given cultural dimension in the environment surrounding that individual. The model explicitly differentiates between cultural dimensions on an individual level versus cultural dimensions on a societal level, and also incorporates the distinction between cultural values and cultural practices. Data from five countries confirmed the model to a large extent for the cultural dimension of assertiveness. The model was tested again, employing performance orientation. Overall, the conceptual model was supported by the data here as well. As culture is a highly complex construct, it seems likely that efforts to better understand cultural dimensions and their impact on advertising will continue for years to come.