Applying Evolutionary Psychology in Navigating the Standardization/Adaptation Debate in International Advertising

Abstract

The standardization/adaptation debate in international advertising is a topic on which little consensus prevails and which remains heavily discussed. By relying on evolutionary psychology, I develop a typology of advertising cues and explain their cross-cultural transportability. I highlight three distinct categories – human universals (evolved similarities), local adaptations (evolved differences), and local socialization (differences not due to evolution). The paper contributes to advertising theory by providing a meta-framework for the study of cross-cultural similarities and differences in the processing of advertising cues. It further assists advertising practice by delivering a framework aiding in cross-cultural advertising copy decisions.