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Emotional Responses to Tourism Advertisement in Different Cultures

In: Creating and Managing Experiences in Cultural Tourism

Author

Listed:
  • Arghavan Hadinejad
  • Noel Scott
  • Brent D. Moyle

Abstract

There is an ongoing scholarly debate surrounding how culture defines consumers’ responses to advertisements (Wahid & Ahmed, 2011). Cultural differences affect the way people think about an advertisement and consequently influence advertising interpretations. A large number of marketing studies have explored the effect of cultural differences on thinking style in response to advertising, with East Asian countries as holistic thinkers and Western societies as analytical thinkers (Nisbett et al., 2001). While holistic thinking involves the subject as a whole, analytical thinking focuses on attributes of the object. Cultural differences result in different perceptions and attitudes toward advertisements (Zou, 2005). However, there is limited research on emotional responses to advertising in different cultures…

Suggested Citation

  • Arghavan Hadinejad & Noel Scott & Brent D. Moyle, 2019. "Emotional Responses to Tourism Advertisement in Different Cultures," World Scientific Book Chapters, in: Daniela Angelina Jelinčić & Yoel Mansfeld (ed.), Creating and Managing Experiences in Cultural Tourism, chapter 14, pages 225-238, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813233683_0014
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    Cited by:

    1. Landmann, Elisa, 2023. "I can see how you feel—Methodological considerations and handling of Noldus's FaceReader software for emotion measurement," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    2. Shivam Gupta & Sachin Modgil & Choong-Ki Lee & Uthayasankar Sivarajah, 2023. "The future is yesterday: Use of AI-driven facial recognition to enhance value in the travel and tourism industry," Information Systems Frontiers, Springer, vol. 25(3), pages 1179-1195, June.

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