Untangling the cultural component behind the contextual placement of out-of-home advertising

Mirahmad Amirshahi, Samira Jafari Dizicheh, and Rick T. Wilson

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment's favorable attributes.

It is commonly understood that media consumption and responses to advertising around the world vary due to cultural differences (de Mooij & Hofstede, 2010). Despite this, some marketing authors continue to ignore how their research results may be interpreted differently across diverse cultural contexts limiting our understanding of marketing concepts and misrepresenting theoretical boundaries.

The purpose of our research is to replicate the work of Wilson and Till (2011), which found no significant outcomes when exploring whether consumers use information external to a billboard's advertising space when evaluating its advertised brand. We demonstrate that their null results were likely due...

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