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Are There Universal Themes in Story Advertisements? A Cross-Country Study on Identification, Usage, and Attitudes Towards Story Ad Themes

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aut.relation.endpage14
aut.relation.journalMarketing Letters
aut.relation.startpage1
dc.contributor.authorGhosh, Aruni
dc.contributor.authorDeb, Madhurima
dc.contributor.authorErrmann, Amy
dc.date.accessioned2026-10-12T01:06:18Z
dc.date.issued2024-07-27
dc.description.abstractThis study is a pioneering investigation into the themes present in story ads, examining both universal themes and the influence of viewers’ culture-mediated self-construal on their attitudes towards themes. Using a mixed-methods approach, we analyzed story advertisements from the six largest economies (the USA, the UK, China, Japan, Germany, and India) to identify common themes (studies 1 and 2) and conducted experimental testing in three of these countries (the USA, Japan, India) to evaluate the identified themes (study 3). The results revealed that story ads from different countries contain a limited number of universal themes. Additionally, we found that favorability towards these themes varies across countries and is moderated by viewers’ self-construal. These findings build a case for incorporating themes into future academic research and managerial practice, highlighting the significant role that culture-mediated self-construal plays in shaping audience attitudes towards story themes.
dc.identifier.citationMarketing Letters, ISSN: 0923-0645 (Print); 1573-059X (Online), Springer Science and Business Media LLC, 1-14. doi: 10.1007/s11002-024-09740-8
dc.identifier.doi10.1007/s11002-024-09740-8
dc.identifier.issn0923-0645
dc.identifier.issn1573-059X
dc.identifier.urihttp://hdl.handle.net/10292/22118
dc.languageen
dc.publisherSpringer Science and Business Media LLC
dc.relation.urihttps://link.springer.com/article/10.1007/s11002-024-09740-8
dc.rightsThis is the Author's Accepted Manuscript of an article published in Marketing Letters © The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature. The final, published version is available at (see Publisher's version).
dc.rights.accessrightsOpenAccess
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3506 Marketing
dc.subject1505 Marketing
dc.subjectMarketing
dc.subjectUniversal themes
dc.subjectThematic abstract unit (TAU)
dc.subjectStory ads
dc.subjectTheme favorability
dc.subjectAd favorability
dc.titleAre There Universal Themes in Story Advertisements? A Cross-Country Study on Identification, Usage, and Attitudes Towards Story Ad Themes
dc.typeJournal Article
pubs.elements-id564802

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