ABSTRACT
This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across the United States. The results reflect that attitude formation patterns for Indians and Middle Easterners are dissimilar when they are exposed to advertisements containing actors with varied ethnicities
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Mian Asim
Azmat Rasul, PhD (Corresponding Author) is an Assistant Professor in the College of Communication and Media Sciences at Zayed University, Abu Dhabi Campus Abu Dhabi, UAE.
Azmat Rasul
Mian Muhammad Asim is an Assistant Professor in the College of Communication and Media Sciences at Zayed University, Abu Dhabi Campus Abu Dhabi, UAE.
Donghee Shin
Don Shin is a Professor in the College of Communication and Media Sciences at Zayed University, Abu Dhabi Campus Abu Dhabi, UAE.