Abstract
This study examined the impact of cultural priming on the effects of customized communication. Two existing customization approaches (tailoring and targeting) were tested with 102 participants in an experiment. It was found that when participants were primed with individualistic meanings, they tended to generate a more favorable attitude toward tailored messages than targeted messages. In contrast, when participants were primed with collectivist meanings, they formed a more favorable attitude toward targeted messages than tailored ones. Based on the study findings, the conceptualization of customization needs to incorporate the cultural factor.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 49-66 |
| Number of pages | 18 |
| Journal | Mass Communication and Society |
| Volume | 16 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 2013 |
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ASJC Scopus subject areas
- Communication
Cite this
"Cultumization?" The Impact of Cultural Priming on Customized Communication. / Li, Cong.
In: Mass Communication and Society, Vol. 16, No. 1, 01.2013, p. 49-66.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - "Cultumization?" The Impact of Cultural Priming on Customized Communication
AU - Li, Cong
PY - 2013/1
Y1 - 2013/1
N2 - This study examined the impact of cultural priming on the effects of customized communication. Two existing customization approaches (tailoring and targeting) were tested with 102 participants in an experiment. It was found that when participants were primed with individualistic meanings, they tended to generate a more favorable attitude toward tailored messages than targeted messages. In contrast, when participants were primed with collectivist meanings, they formed a more favorable attitude toward targeted messages than tailored ones. Based on the study findings, the conceptualization of customization needs to incorporate the cultural factor.
AB - This study examined the impact of cultural priming on the effects of customized communication. Two existing customization approaches (tailoring and targeting) were tested with 102 participants in an experiment. It was found that when participants were primed with individualistic meanings, they tended to generate a more favorable attitude toward tailored messages than targeted messages. In contrast, when participants were primed with collectivist meanings, they formed a more favorable attitude toward targeted messages than tailored ones. Based on the study findings, the conceptualization of customization needs to incorporate the cultural factor.
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U2 - 10.1080/15205436.2012.667492
DO - 10.1080/15205436.2012.667492
M3 - Article
AN - SCOPUS:84872392137
VL - 16
SP - 49
EP - 66
JO - Mass Communication and Society
JF - Mass Communication and Society
SN - 1520-5436
IS - 1
ER -