Should Advertising Be Standardized Based on Specific Cultural Dimensions? - A Comparative Study of Ad Preference and Cultural Dimensions in the US and China

Ran Liu



The study is to test the idea that different cultural dimensions have the same degree of impact on consumer preference of advertising standardization. Hofstede’s (1980, 2001) cultural dimensions are used to examine the differences of its impact on advertising standardization between China and US consumer preference in smartphone industry. A preliminary explanation of the management dilemma, the practical and theoretical interest of the study is explained, followed by a brief explanation of the hypothesis, methodologies and research findings. After a statistical analysis based on data collected from existing research, the research finds that there is insufficient evidence to conclude that the impact of all cultural dimensions on ad standardization are not all the same across the US and China, which give some weights on the idea that all cultural dimensions should all be considered as a whole and weighted no differently to analyze the linkage between culture and ad preference.


Advertising Standardization, Marketing, Cultural dimensions, ad preference, consumer behavior, ad effectiveness



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