ABSTRACT

Drawing on the conceptual metaphor theory and national cultural values (masculinity and power distance), a field experiment was conducted to promote an experiential product to 4,108 consumers in the UK and in the US. The research contributions are novel in three ways: first, the digital advertising literature is extended into the international business domain by using metaphoric representations of cultural values; second, consumer digital engagement is examined through a lens of cultural values; and third, a real digital product and actual consumer data were used to conduct a field experiment with real-time data collected across two countries. The findings suggest that consumers do not automatically engage with metaphors that are aligned with their cultural values, but marketers can increase consumer digital engagement by using metaphors to remind consumers of their cultural values. This study has implications in terms of effective digital advertisement designs that engage consumers in different cultural contexts.

摘要

借鉴概念隐喻理论和民族文化价值观（男性气质和权力距离），进行了一项现场实验，以向英国和美国的 4,108 名消费者推广体验式产品。研究贡献在三个方面是新颖的：首先，通过使用文化价值的隐喻表征将数字广告文献扩展到国际商业领域；其次，从文化价值观的角度审视消费者的数字参与；第三，使用真实的数字产品和实际的消费者数据，对两国实时收集的数据进行实地实验。调查结果表明，消费者不会自动使用符合其文化价值观的隐喻，但是营销人员可以通过使用隐喻来提醒消费者他们的文化价值观来增加消费者的数字参与度。这项研究对吸引不同文化背景下的消费者的有效数字广告设计具有重要意义。