Culturally Embedded Advertising and Consumer Decision-‎Making: A Six-Stage Analysis with Attitude, Satisfaction, and ‎Exposure As Predictors

Authors

  • Subash Limbu

    PhD Research Scholar, Department of Commerce, Gauhati University, Guwahati, ‎Assam, India

  • Kalyan Mukherjee

    Research Guide, Department of Commerce, Gauhati University, Guwahati, Assam, India

How to Cite

Limbu, S., & Mukherjee, K. (2025). Culturally Embedded Advertising and Consumer Decision-‎Making: A Six-Stage Analysis with Attitude, Satisfaction, and ‎Exposure As Predictors. International Journal of Accounting and Economics Studies, 12(4), 332-341. https://doi.org/10.14419/ym83jm16

Received date: July 9, 2025

Accepted date: August 8, 2025

Published date: August 14, 2025

DOI:

https://doi.org/10.14419/ym83jm16

Keywords:

Consumer Decision-Making; Cultural Advertising; Cultural Values; Demographic ‎Differences; Vernacular Language

Abstract

Advertising plays a vital role in influencing consumer behaviour and shaping brand ‎perception. In culturally diverse contexts like India, culturally embedded content has ‎become increasingly relevant. This paper examines the influence of four cultural ‎elements: vernacular language, cultural values, customs and rituals, and cultural ‎symbols, on six stages of consumer decision-making. The model extends the traditional ‎framework by treating attitude formation as a distinct stage, enabling closer analysis of ‎emotional and trust-based responses to advertisements. Data were collected from ‎Assam’s Kamrup Metropolitan District using a structured questionnaire administered to ‎‎400 respondents. The findings showed that these elements had the strongest influence ‎on the attitude formation stage, with age and gender differences observed mainly in the ‎purchase and post-purchase phases. Regression findings confirmed that attitude along ‎with exposure significantly predicted cultural advertising’s impact, while satisfaction ‎showed no meaningful effect. These results emphasise the importance of aligning ‎advertising strategies with cultural context in demographically diverse markets. The ‎study supports the usefulness of a modified decision-making model and provides ‎practical direction for marketers aiming to connect with audiences through culturally ‎meaningful content‎.

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How to Cite

Limbu, S., & Mukherjee, K. (2025). Culturally Embedded Advertising and Consumer Decision-‎Making: A Six-Stage Analysis with Attitude, Satisfaction, and ‎Exposure As Predictors. International Journal of Accounting and Economics Studies, 12(4), 332-341. https://doi.org/10.14419/ym83jm16

Received date: July 9, 2025

Accepted date: August 8, 2025

Published date: August 14, 2025