Title

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

Document Type

Article

Language

eng

Format of Original

14 p.; 28 cm

Publication Date

6-1991

Publisher

Routledge (M.E. Sharpe)

Source Publication

Journal of Advertising

Source ISSN

0091-3367

Original Item ID

doi: 10.1080/00913367.1991.10673210; Shelves: HF 5801 .J59 1991 v. 20, Memorial Periodicals

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.

Comments

Journal of Advertising, Vol. 20, No. 2 (June 1991): 15-28. DOI.