International research teams that are knowledgeable about the cultures under investigation are considered a prerequisite for sound research. By virtue of a meta-analytic review, this study empirically compared international and national research teams that have conducted experiments on the effectiveness of cultural value adaptation in advertising. Results show that, although the composition of research teams does not make for dependable differences in the outcomes of these experiments, international research teams may be more capable than national teams in designing pairs of culturally adapted-versus-unadapted advertisements. It may not matter much, however, whether the international team includes a representative of the audience's culture.
- International teams
- Value appeals
ASJC Scopus subject areas
- Business and International Management