Article1991

Understanding Cross-Cultural Student Perceptions of Advertising in General: Implications for Advertising Educators and Practitioners

J. Craig Andrews · Steven J. Lysonski · Srinivas Durvasula

72 citations0/0 files storedJournal of Advertising

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Management and Marketing Education Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

The purpose of our study is to present a cross-cultural comparison of student perceptions toward advertising in general. While there exists considerable research on U.S. students' responses to predetermined statements about advertising in general, a decided lack of research exists regarding international students' thoughts about advertising in general. Therefore, 553 undergraduate students from the United States, New Zealand, Denmark, Greece, and India were sampled for their thoughts about advertising in general. Results indicate significant differences across countries on self-generated thoughts regarding advertising's functions, practices, affective responses, the industry, and advertising users. Implications of findings for advertising educators and practitioners are provided.

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References

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Cited by

1994Testing the Cross-National Applicability of U.S. and Russian Advertising Belief and Attitude Measures 2002Cultural values and important possessions: a cross-cultural analysis 2016Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general 2003Attitudes Toward Advertising 2000Taiwanese students' attitudes towards and beliefs about advertising 2013Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context

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