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.
Recommended Citation
Andrews, J. Craig; Durvasula, Srinivas; and Lysonski, Steven, "Understanding Cross-Cultural Student Perceptions of Advertising in General: Implications for Advertising Educators and Practitioners" (1991). Marketing Faculty Research and Publications. 157.
https://epublications.marquette.edu/market_fac/157
Comments
Journal of Advertising, Vol. 20, No. 2 (June 1991): 15-28. DOI.