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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