Abstract/Details

The influence of cultural and socioeconomic variables on reactions to ad appeals


1999 1999

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Abstract (summary)

When entering foreign markets global marketers often try to standardize their marketing strategies and tactics (Taylor, Miracle and Wilson, 1997; Chan, 1996; Sandler and Shani, 1992). In this research I focused on standardization in advertising, concentrating on factors that may influence standardization of advertising appeals across nations with different cultural and socioeconomic characteristics. The purpose of this research study was twofold. First, based on research by Hofstede (1980) and Roth (1995a&b), I analyzed the influence of the individualism-collectivism dimension, uncertainty avoidance, power distance and socioeconomic factors on the reactions to different ad appeals designed for different product types. The reactions to ads included attitude towards ads, attitude towards products and purchase intention. Products were divides into four groups based on the FCB Matrix (Vaughn, 1980). Then I attempted to utilize these findings to compare the preference for ad appeals of Polish and American consumers.

Indexing (details)


Subject
Marketing;
Sociology
Classification
0338: Marketing
0626: Sociology
Identifier / keyword
Social sciences; Ad appeals; Advertising; Cross-cultural; Cultural; International; Poland; Socioeconomic
Title
The influence of cultural and socioeconomic variables on reactions to ad appeals
Author
Lepkowska-White, Elzbieta Magdalena
Number of pages
274
Publication year
1999
Degree date
1999
School code
0118
Source
DAI-A 60/11, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
9780599530379, 0599530375
Advisor
Weinberger, Marc G.
University/institution
University of Massachusetts Amherst
University location
United States -- Massachusetts
Degree
Ph.D.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
9950182
ProQuest document ID
304516057
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/304516057
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