When a movie ad that was crafted in the domestic market is extended to foreign markets, these audiences are likely to interpret the ad differently than the audience in the domestic market. The cultural variance in audience interpretation limits the ads persuasive power in foreign markets. Mindful advertising approaches, which segment cultural markets, use new information about foreign markets and recognize local audiences alternative perspectives, minimize the interpretative variability between advertisers at the studios and audiences from different cultures. Based on this premise, this study...