According to Hall’s context theory, people from different cultures may react differently to complex messages. The current study is the first empirical examination of context theory’s role on message comprehension and appreciation. In a comparative survey-based study (N = 289), Belgian and Dutch participants judged 12 complex product advertisements with visual metaphors. As expected by context theory, perceived complexity was lower for Belgian (a higher-context culture) than for Dutch participants (a lower-context culture), and participants’ personal context culture score fully accounted for this difference. Similarly, ad liking was higher for Belgian than for Dutch participants, and again this difference was explained by context score.
- Hornikx, J., & Pair, R. le (2017). The influence of high-/low-context culture on perceived ad complexity and liking. Journal of Global Marketing, 30 (4), 228-237.
In international communication, adaptation of messages to the audience’s values has been prominently studied. In advertising, a meta-analysis of experimental studies showed that ads with culturally adapted value appeals are generally more persuasive and better liked than ads with culturally unadapted value appeals. This general effect was not observed for studies with Western Europeans. One explanation may be that these studies did not examine individualism-collectivism – whereas adaptation to this dimension has been shown to be very successful. In this paper, this explanation was tested. Six experiments were conducted in which participants from Belgium, the UK or the Netherlands judged an ad with an adapted, individualistic appeal or with an unadapted, collectivistic appeal. The experiments and a subsequent meta-analysis indicate that Western Europeans are not more persuaded by the culturally adapted than by the culturally unadapted value appeals based on individualism-collectivism. This result nuances earlier findings underlining the importance of cultural value adaptation
- Hornikx, J., & Groot, E. de (2017). Cultural values adapted to individualism-collectivism in advertising in Western Europe: An experimental and meta-analytical approach. International Communication Gazette, 79 (3), 298-316. [link]
The process of arbitration requires human reasoning and decision-making. Parties evaluate the evidence that is available to them and decide how to best present their case. Arbitrators aim to resolve a dispute by weighing the evidence and the legal arguments that are presented by each side. Researchers have underlined the importance of strong evidence in legal deliberations, but what exactly characterizes strong arguments? This chapter addresses this question as a first point. The characteristics of arbitrators, such as age, gender, and cultural background, may affect how arbitrators process arguments. Yet given the aim of arbitration to be an objective and neutral process, it is important to consider how such characteristics may impact the ultimate outcome of a case. This chapter examines the last of these characteristics, namely the role of culture in this decision-making process. More precisely, this chapter reviews the research evidence on how members of different cultures evaluate strong and weak arguments.
- Hornikx, J. (2017). Cultural differences in the perceptions of strong and weak arguments. In T. Cole (ed.), The role of psychology in international arbitration (pp. 72-92). Alphen aan den Rijn: Wolters Kluwer. [link]
Brands can position themselves as belonging to a foreign culture by using foreign languages in advertising. Foreign languages in ads have been suggested to be implicit country-of-origin (COO) cues. This paper examines the expectations that foreign languages operate through the COO effect (Study 1), and that they evoke associations (Study 2) and generate persuasive effects (Study 3) similar to COO mentions. The findings of the studies, employing different language slogans for different products, lend support to these expectations. Thus, foreign languages in advertising derive their effectiveness from the COO effect, and practitioners can use them to benefit from this effect.
- Hornikx, J., & Meurs, F. van (2017). Foreign languages as implicit country-of-origin cues in advertising: Mechanism, associations, and effects. Journal of International Consumer Marketing, 29 (2), 60-73.
Studies on persuasive arguments have generally found that claims supported by high-quality evidence are better accepted than claims supported by low-quality evidence. However, an experiment by Hoeken and Hustinx (2007) demonstrated that this effect was only observed in short texts (a claim with evidence), but not in longer texts (where information unrelated to the evidence was added at the end of the text). The present experiment was conducted to examine whether this effect of text length could be explained by distraction (the additional text at the end distracts the reader) or by dilution (the additional text makes the fragment less diagnostic for claim evaluation). Participants (N = 629) read two texts with a claim supported by high-quality or low-quality (anecdotal, statistical, or expert) evidence. The text was presented in one of the three versions: (1) short, (2) long with additional information at the end, or (3) new in comparison to Hoeken and Hustinx (2007) – long with additional information at the start. The data found support for the distraction explanation. An effect of evidence quality on claim acceptance was observed in two conditions: in the short text, and in the longer text with additional information at the start. The effect of evidence quality was not found in the longer text with additional information at the end.
- Hornikx, J. (2016). Evidence quality variations and claim acceptance: An experimental investigation of the role of distraction and dilution. Paglieri, F., Bonelli, L., & Felletti, S. (eds.), The psychology of argument: Cognitive approaches to argumentation and persuasion (pp. 211-222). London: College Publications. [paper book]
In this paper, it is argued that the most fruitful approach to developing normative models of argument quality is one that combines the argumentation scheme approach with Bayesian argumentation. Three sample argumentation schemes from the literature are discussed: the argument from sign, the argument from expert opinion, and the appeal to popular opinion. Limitations of the scheme-based treatment of these argument forms are identified and it is shown how a Bayesian perspective may help to overcome these. At the same time, the contributions of the standard scheme-based approach are highlighted, and it is argued that only a combination of the insights of different traditions will yield a complete normative theory of argument quality.
- Hahn, U., & Hornikx, J. (2016). A normative framework for argument quality: Argumentation schemes with a Bayesian foundation. Synthese, 193 (6), 1833-1873. [link]
In international advertising, there has been a long-standing debate about standardization versus adaptation. A prominent empirical line of research addressing this issue has revealed that adapting advertisements to important cultural values is beneficial for persuasion and ad liking. Strikingly, this effect is absent for Western Europeans. The present study examines if Western Europeans are sensitive to cultural value adaptation in advertising if individualism-collectivism is primed prior to exposure to the ad. An experiment was conducted in which an ad with an individualist or a collectivist value appeal was presented after exposure to irrelevant primes or to primes consisting of images expressing individualism-collectivism. Results were in line with existing studies: no effect of adaptation was found, even after cultural priming. The results were interpreted through the cultural perspective of dynamic constructivism, according to which the European context may explain why Europeans are as positive about incongruent value appeals as congruent appeals. The experiment adds to the body of research indicating that value adaptation in advertising is not beneficial for marketers in the Western European region.
- Hornikx, J., & Nijhuis, J. (2016). The potential effect of cultural priming on the effectiveness of cultural value adaptation in advertising. Journal of Cultural Marketing Strategy, 1 (2), 180-188. [link]
Social media allow consumers to easily share positive or negative information about a brand with other consumers, for instance through Twitter. Such Twitter use is a source of information that may affect the brand reputation. Therefore, it is important to gain more understanding of how Twitter is employed to evaluate brands and to communicate these evaluations with others. Previous research on Twitter use has shown that tweets about brands are more likely to be positive than negative. The present study integrates an agenda-setting perspective with studies on word-of-mouth and services marketing, which have suggested that this finding may be different for services than for goods. A quantitative content analysis of 1920 Dutch tweets for 24 different brands was performed. The analysis showed that services receive significantly more negative sentiment tweets than products. Implications of these results for monitoring consumers are discussed.
- Hornikx, J. & Hendriks, B. (2015). Consumer tweets about brands: A content analysis of sentiment tweets about goods and services. Journal of Creative Communications, 10 (2), 176-185. [link]
In commercial messages, such as advertisements, foreign languages are sometimes displayed. Regardless of whether readers understand the foreign language utterance, researchers have claimed that such foreign language display evokes curiosity to read the ad, and improves ad and product evaluation. Whereas empirical research has established the impact of foreign language display on evaluation, no studies have been conducted on its curiosity-evoking capacity. In this research note, the importance of this capacity is highlighted, and a first study is presented that tested this capacity. The results did not find support for the curiosity-evoking capacity of foreign language display.
- Hornikx, J., & Mulder, E. (2015). The curiosity-evoking capacity of foreign languages in advertising. Dutch Journal of Applied Linguistics, 4 (1), 59-66. [link]
One of the linguistic consequences of globalization is the increase in the number of people communicating with each other in a language that is not their own. Studies have started to examine how non-nativeness affects people in their production and evaluation of discourse. This special interest section brings together a collection of empirical papers in a particular domain of non-nativeness in communication, that is, the use and effects of foreign languages in job and product advertisements. These papers investigate how the use of foreign languages is appreciated by non-native users, what determines the occurrence of foreign languages, how recall of foreign languages compares to the recall of L1 advertising, and whether foreign languages attract the readers’ curiosity. Together, these papers demonstrate the growing academic interest in non-nativeness in communication.
- Hornikx, J. (2015). Non-nativeness in communication: Use and effects of foreign languages in advertising. Dutch Journal of Applied Linguistics, 4 (1), 1-5. [link]