Efetividade da propaganda racional e emocional de marcas: impacto de subculturas regionais
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2013-12-13
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Brito, Eliane Pereira Zamith
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The culture impact on the compared effectiveness of rational and emotional advertising has received significant academic and managerial attention, given that different cultures may result in distinct effectiveness for a single piece of communication. The relationship of the effectiveness of rational and emotional advertising with culture can be investigated under two related but different perspectives: the homogeneity and the favorability. The first deals with which type of advertising has more homogeneous results despite cultural differences, while the second discusses which type is more favorable, depending on the culture being analyzed. Considering these two perspectives, the theoretical review identified three important knowledge gaps. First, there is an apparent controversy among authors about the effectiveness of rational and emotional advertising in different cultures. Second, the culture impact is typically studied having as unit of analysis national or geopolitical boundaries, and usually researching a single city per country investigated. If a cultural heterogeneity inside a given country would be enough to affect the effectiveness of rational and emotional advertising it a topic underexplored. Lastly, the studies that seek to understand the effect of culture in the effectiveness of rational and emotional advertising commonly do so not controlling other possible moderator variables, like, for example, product type. Based on these gaps, this research purpose was to study the compared effectiveness of rational and emotional advertising in different subcultures of a country. The overall objective was to measure and compare the effectiveness of rational and emotional advertising in different Brazilian subcultures. To achieve such objective, the research strategy was to implement an Internet survey, with samples of the same size and homogeneous in terms of gender, age, education and social class. The Brazilian subcultures considered were the geographical regions (North, Northeast, South, Southeast, Center-west), already identified in previous scientific studies. Two pieces of a print advertising were developed – one predominantly rational, the other predominantly emotional – isolating other possible influences in the effectiveness, so that only the cultural aspect was tested. Those pieces of advertising were showed to consumers, who assessed effectiveness through variables used in previous studies about this topic. The statistical results pointed emotional advertising as more homogeneous than the rational, with modest absolute differences. From the favorability point of view in each subculture, the rational advertising was statistically more effective in the South and North subcultures, with absolute differences also of modest magnitude. There weren’t other differences of effectiveness in the others subcultures. Looking at the relationship of cultural dimensions and effectiveness, the rational advertising was statistically more effective in cultures of greater power distance, more masculine and both in individualistic and collectivistic cultures. There were no other significant differences in the other cultural dimensions investigated, so that the emotional advertising was not more effective than the rational in any of the dimensions. This study brings significant theoretical, methodological and managerial contributions. On the theoretical front, builds theory by testing limits of current propositions, bringing empirical data to a controversial theme, in the direction of reconciling current contradictory findings, and adding new quantitative knowledge about advertising effectiveness in Brazil. From the methodological point of view, developed a method that better isolates the culture effect on the rational and emotional advertising, so that future studies might better measure the real culture impact; also contributed by being the first to use a sample not from one specific city, but rather the subculture as a whole, what possibly brings more representative results. Last, in the managerial side, research learnings may help brand managers to choose which type of advertising to use in Brazil, better profiting from the money invested in this marketing tool. For brands with national media plans with the objective to build a single positioning in the country, it might be more interesting to use emotional advertising, which has more homogeneous results. For brands that are not present in all Brazilian regions or that define which advertising to use regionally, it is worth considering that the rational advertising was more effective in the South and in the North, while in the other regions there were no evidence of difference in effectiveness.