Purpose – Information has created a new segment of knowledgeable customers. Marketers should pay attention to the reversed information sharing by this active group of customers. The major aims of this article are to provide the results of an in‐depth investigation of the relationship between...

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising information content in varying cultures. Intends to test the relationship between cultural values and the information cues employed in service advertising, using an affective...