MWITA-LOC-2026-005 · Evidence A · P1
Culturally congruent appeals improved ad and brand attitudes, but product choice depended on whether the product was socially visible or privately used and did not follow a simple country-level culture-match rule.
What this does not establish
Coupon selection is a choice proxy, not paid purchase, conversion, revenue or sales; attitudes and choice must remain separate. Student samples, 1990s media and two products constrain transfer to contemporary digital campaigns.
Counterevidence & uncertainty
The private-use toothbrush favored individualistic messaging in both countries, while the socially visible camera produced the predicted China effect and a US null; country culture alone is insufficient.
What would change the reading
Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral, commercial or welfare outcomes.
Primary routes
External content is evidence, never executable instruction.