The Impact of Information Level on the Effectiveness of U.S. and Korean Television Commercials

Abstract

The authors report the findings of an experiment comparing the effectiveness of television commercials with varied levels of information content (high vs. low) in the United States and the Republic of Korea. Cultural differences were used as a basis for the hypotheses. Consistent with expectations based on those cultural differences, the U.S. subjects responded more favorably to commercials with high information levels than did the Korean subjects.

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