Mentor: Dr. Noelle Nelson

Advertising is a billion-dollar global industry, which uses many channels for communication. However, in this culturally diverse world, these forms of communication must be adapted to be effective. This project set out to specifically analyze the role celebrity sponsors play among individualistic versus collectivist cultures. Individualism is a part of Geert Hofstede’s six culture dimensions and measures a person’s self-image. A survey was created and sent out on Amazon’s Mechanical Turk (crowdsourcing internet marketplace) where 120 responses were collected. Individuals were measured on their individualistic orientation and then asked about their preference of different celebrity-endorsed advertisements. These results are only a piece of the ongoing debate of adaptation versus standardization in marketing.


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