De Pelsmacker, Patrick; Geuens, M. - In: International Marketing Review 15 (1998) 4, pp. 277-290
both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An … evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely … more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium …