Title: Moderation effect of culture on the relationships among hedonism, product information, social integration and attitude towards advertising: an empirical study

Authors: Vikas Gautam

Addresses: IBS Business School Gurgaon, IDPL Complex, Old Delhi-Gurgaon Road, Dundahera, Gurgaon, Haryana 122016, India

Abstract: This study investigated the impact of culture on attitude towards advertising of various brands according to hedonism or pleasure; product information; social integration with masculinity and power distance as cultural dimensions. Analysis of variance (ANOVA) analysis was used to test the overall significance of the model. Multiple regression analysis showed positive significant impacts of social integration (β = 0.412, p < 0.000), product information (β = 0.208, p < 0.000) and hedonism (β = 0.181, p < 0.000) on attitude towards advertising. Results of the study confirmed the moderation effect of culture on relationships among product information, social integration, hedonism and attitude towards advertising. Study comprised sample size of 287 respondents.

Keywords: consumer attitudes; advertising; product information; social integration; hedonism; culture; moderating effect; masculinity; power distance; cultural dimensions; analysis of variance; ANOVA.

DOI: 10.1504/IJBFMI.2017.082547

International Journal of Business Forecasting and Marketing Intelligence, 2017 Vol.3 No.1, pp.38 - 49

Received: 24 Jun 2016
Accepted: 28 Oct 2016
Published online: 28 Feb 2017 *

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