Do cultural cues make expensive products feel more appealing?
About this episode
Wei-Fen Chen discusses the impact of cultural capital on the appeal of expensive products in advertising.
In this episode, Wei-Fen Chen (Lecturer in Marketing, University of Leicester School of Business) joins me to discuss her Journal of Advertising Research article, “When to Appeal to Cultural Capital in Advertisements: Cultural Capital Appeals Increase Purchase Intentions for High- but Not Low-Priced Products,” coauthored with Xue Wang (Assistant Professor, Business School, Beijing Normal University) and Chenyang Shao (Doctoral Student, Business School, Beijing Normal University). Wei-Fen and...
People in this episode
Host: Journal of Advertising Research
Guest: Wei-Fen Chen
Topics covered
- cultural cues
- advertising
- purchase intentions
- high-priced products
- marketing research
Keywords
- cultural capital
- advertisements
- purchase intentions
- high-priced products
- marketing
Mentioned in this episode
Organizations: University of Leicester School of Business, Business School, Beijing Normal University, Journal of Advertising Research
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