중국 X세대 소비자의 문화가치 지향 광고에 대한 반응 차이에 관한 연구

초록

Cross-cultural advertising research indicates that the effectiveness of persuasive messages varies depending on consumers' cultural orientation. This study empirically examined Chinese Generation X consumers (born before 1978) to compare the relative effectiveness of advertising appeals along four cultural dimensions (collectivism vs. individualism, authoritarianism vs. egalitarianism, tradition vs. modernity, and humanism vs. materialism) derived from Schwartz’s (2006) cultural value orientation theory, measuring their impact on advertising attitudes, brand attitudes, and purchase intentions. The findings revealed that collectivistic appeals were more effective than individualistic appeals, and humanistic appeals were more effective than materialistic appeals. However, contrary to expectations, egalitarian appeals were evaluated more positively than authoritarian appeals, while no significant differences emerged between traditional and modern appeals. These results suggest that Generation X consumers, although deeply influenced by traditional authoritarian norms during their formative years, have also internalized egalitarian values following China’s reform and opening-up policy, leading to a coexistence of conflicting values. This research demonstrates that cultural congruence in advertising does not invariably yield positive outcomes; rather, its effectiveness is conditional upon the nature of the cultural dimension and generational characteristics. Therefore, when designing advertising communication strategies targeting middle-aged and older adults, it is recommended to prioritize collectivistic and humanistic narratives, emphasizing equality and closeness over authoritative appeals. Additionally, this study underscores the necessity of future research that addresses intergenerational differences in cultural value acceptance and incorporates realistic advertising contexts.

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