The Influence of Power Distance Beliefs and Advertising Appeal on Consumers’ Purchase Intentions

Abstract

The global economic integration in the digital era, crafting marketing messages that resonate across diverse cultural landscapes poses a significant challenge for businesses. This study examines how consumers’ power distance beliefs and the use of exclusivity and authenticity in marketing communications influence their preferences. Through Study 1a and 1b, we find that the interaction between power distance beliefs and marketing appeals significantly impacts consumer purchase intentions. Further, Study 2 demonstrates these results and sheds light on the underlying psychological mechanism. This research contributes to the extant literature by elucidating the complex dynamics between power distance beliefs, advertising appeal, and cross-cultural consumer behavior in the digital economy. Additionally, it offers practical insights for firms aiming to craft effective marketing messages for culturally diverse audiences through digital marketing and e-commerce.