Daniel Baack

RECALL AND PERSUASION: Does Creative Advertising Matter?

Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercials were embedded in television programs and subjects for a naturalistic viewing experience. Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables. For Study 3, brand attitude and purchase intent were the dependent variables of interest. Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude. The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay.

Adaptation of cultural content: evidence from B2C e‐commerce firms

Purpose – To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences affect adaptation of web content by B2C e‐commerce firms.Design/methodology/approach – This study uses a content analysis framework to systematically analyze the cultural values depicted on the web pages of US, French and German web sites. To test for differences in the depiction of cultural values on different country web sites, a MANOVA was conducted, followed by a Tukey (HSD) post hoc analysis.Findings – Evidence is found that local country web sites depict the cultural values of that country. Additionally, the study finds that companies adapt their foreign web sites to the cultural values of the target country, but that this adaptation is not yet extensive.Originality/value – This research adds value by extending understanding of the issues of adaptation and standardization on the web in general, and by B2C e‐commerce fi...

Web Site Adaptation: A Cross-Cultural Comparison of U.S. and Mexican Web Sites

In the marketing and advertising literature very few studies have addressed the issue of Web site standardization or localization, and there is a debate as to whether Web sites are culturally neutral or culturally sensitive documents. To address this confusion and deficit in the literature, this research studies how cultural values are reflected in American and Mexican Web sites. A content analysis of American and Mexican Web pages indicates that there are significant differences in the depiction of local cultural values on the Web.

Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media

Using a combination of exploratory and traditional approaches, we replicate and extend previous research on creativity and memory effects. The first study examines creativitys effect on advertising recall using two nontraditional media: airport terminal and preshow cinema advertising. Results suggest that differences in how consumers interact with nontraditional media influence the effect of advertising creativity on memory. For cinema advertising, where media consumption is similar to traditional media, creativity enhanced recall. For airport advertising, where media consumption often occurs when consumers are in a distracted state, creativity had no effect. The second study continues this investigation of exposure context and extends previous creativity research by investigating the recognition dependent variable in a forcedexposure context. Recognition is measured at four time-delay intervals: no delay and delays of one-week, three-weeks, and five-weeks. Creative advertising was found to enhance recognition, and this positive effect increased over time.

The difficulties in using a cost leadership strategy in emerging markets

Purpose – Strategic contingency theory maintains that a successful strategy should fit the features of the environment in which it is implemented, suggesting that different strategies are required in different world markets. In contrast, Porter posited three generic strategies, and asserted that to be effective firms should consistently use only one of the three. This paper aims to address this apparent disagreement by discussing the transfer, by developed‐country multinational companies (MNCs), of a cost‐leadership strategy to emerging markets.Design/methodology/approach – Presenting theoretical arguments, based on deductive reasoning and examples reported in business publications, the authors focus on why firms from developed countries may find a cost‐leadership strategy ineffective in emerging markets. This focus on both emerging markets as a group and on the ease of the transfer of the cost‐leadership strategy fills a gap in the international management literature.Findings – It is argued that implemen...

Culturally Customizing Websites for U.S. Hispanic Online Consumers

ABSTRACT The U.S. Hispanic online market consists of the most affluent and educated members of the U.S. Hispanic population. The segment is large, increasing in size, and its members prefer culturally-adapted marketing messages. Currently, no frameworks are available to help marketers culturally customize websites for U.S. Hispanics. The objective of this study is to address this gap. The goals are to identify the ways in which Hispanic preferences for web design elements differ, and to explore how these preferences vary based on acculturation. The results indicate that Hispanics have culturally-rooted preferences for web content and that acculturation levels are important segmentation variables.

Toward an Integrative Framework of Consumer Behavior in International Marketing

This paper presents a new comprehensive model of cross-cultural consumer behavior, combining research from international marketing, consumer behavior, and international consumer research.