A Test of Ad Appeal Effectiveness in Poland and The United States - The Interplay of Appeal, Product, and Culture
研究了波兰和美国消费者对不同广告诉求的反应，发现美国消费者的反应受文化和产品特征影响，而波兰消费者仅受产品特征影响，并建议在两国使用功能性诉求标准化广告。
Abstract In this research we extend previous literature by analyzing responses to different ad appeals designed for different product types in Poland and the United States. We found that in the United States, responses to appeals can be predicted based on consumer cultural and product characteristics. For Polish consumers, reactions to ads depended only on product characteristics. The results of the study also show that when targeting consumers in both countries, marketers may standardize ad appeals by using functional appeals (which stress product attributes) across different product types. Finally, the study implies that some marketing models used in Western studies may not be transferable to some Eastern European countries, and therefore more research in this area is needed.