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This study reports a structural equation approach to the cultural differences in consumers' processing of advertising. The study hypothesized a path model for advertising processing and tested it for three different groups: Koreans, Korean‐Americans, and Caucasian‐Americans. The findings revealed that the final path patterns were different according to consumers' cultural background. Even though the influences of ad content were significant across the three different groups, prior attitudes to the brand played a more important role in Koreans' advertising processing than in Caucasian‐Americans' processing. The impact of each demographic variable also varied according to culture. The results were discussed through Hofstede's four cultural dimensions and Hall's dichotomy of high‐context versus low‐context culture. 相似文献
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The present study looks at the interplay between cultural traits (need for uniqueness [NFU] and naïve dialecticism) and situational pressure (majority–minority influence) in explaining decision-making behaviors, specifically choosing one option between two contradictory but equally convincing opinions. A total of 435 participants were recruited nationally both from the US and Korea to participate in an online experiment. Findings suggest that the NFU and disinclination toward ambivalence drive US Americans (Westerners) to move toward extreme opinions (polarize) more than Koreans (East Asians) in the majority condition, whereas naïve dialecticism and reluctance to stand out for the sake of harmony drive Koreans to merge into the middle (compromise) more than US Americans in the minority condition. 相似文献
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Masami Nishishiba L. David Ritchie Ph.D 《Journal of Applied Communication Research》2013,41(4):347-367
A card sorting procedure was used to explore the structure of Japanese and American business people's concept of trustworthiness. Each of115 Japanese and 121 U.S. respondents was asked to sort thirty trust‐related words. Hierarchical cluster analyses and multidimensional scaling indicated that Japanese emphasize organizational commitment, while Americans emphasize personal integrity in judging another's trustworthiness. These differences between the two cultural groups were interpreted as evidence of an “interdependent”; versus an “independent”; view of trustworthiness in an organizational setting, and may help explain persistent miscommunication about trustworthiness between Japanese and U.S. colleagues. 相似文献
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Young‐Ok Yum 《Communication Studies》2013,64(4):451-467
Previous research has shown that individuals in a close relationship or with good support network can suffer loneliness and that feelings of loneliness can cause negative perceptions of relationship quality and communication behavior of self and partner. The present study investigated the associations of self‐/partner‐perceived constructive communication behavior with loneliness and relational satisfaction in close relationships in South Korea and the United States. The results indicated that lonely individuals perceived themselves and their partners as displaying positive behaviors significantly less than did non‐lonely individuals, regardless of culture. Lonely people felt significantly less satisfied in a relationship than did their non‐lonely counterparts across cultures. However, as predicted, cultural differences emerged with respect to the significant indicators of loneliness: only self behavior for Koreans and only partner behavior for Americans. The results suggest that even a moderate level of loneliness can affect perceptions of constructive communication effort by self and others and relational satisfaction in close relationships across cultures. 相似文献
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This study examined the association between social network support and relationship quality of romantic partners among American and Korean college students. As predicted, findings indicated that Americans involve their family and friends more in their romantic relationships and, accordingly, get more support from them for their relationships than Koreans do. However, the results did not support the hypothesis that Koreans would perceive social network support as more important for their romantic relationships. Instead, network importance negatively mediated the effects of social network on relationship quality only for Americans. The positive associations between network support and relationship quality were not differential between the two samples. Implications for culture and close relationships are discussed. 相似文献
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The purpose of this study was to explore the cross‐cultural differences in online presentation, by applying the concept of the independent and interdependent self‐construal to the online context. Therefore, this study analyzed 98 Korean and US individual home pages to examine how cultural differences are displayed online, especially as they relate to manifestations of collectivism and individualism. The results of the study indicated that personal homepages can serve as a forum for the expression of cultural identity. Most notably, while the US virtual actors presented themselves in a direct and personal manner, the Korean virtual actors structured the online self by providing interlinks to special interests. Virtual actors in the US were more likely to present themselves with still pictures, while those in Korea were more likely to use manipulated graphics. These differences in online presentation were consistent with the individualistic and collectivistic orientations of these cultures. 相似文献
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This study explored the role of self-construal in moderating the effect of same- and varied-ad repetition on consumer response to advertising and brand on the basis of self-construal and encoding variability theory. In the study, subjects primed with independent or interdependent self-construal were exposed to either the same or varied ads. Findings indicate that, for foreground information in ad, independent self-construal subjects elicited more than interdependent self-construal subjects in same-ad repetition whereas there was no difference between independent and interdependent self-construal subjects in varied-ad repetition. However, for background information, interdependent self-construal subjects performed better than independent self-construal subjects in both same- and varied-ad repetition. In the case of brand recall, in varied-ad repetition, interdependent self-construal subjects recalled better than independent self-construal subjects did, whereas there was no difference between interdependent and independent self-construal subjects in same-ad repetition. It was also found interdependent self-construal subjects evaluated the target brand more positively than independent self-construal subjects did in varied-ad repetition. However, there was no difference in brand attitude between independent and interdependent subjects in same-ad repetition. 相似文献
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Chang Sup Park 《Journalism Practice》2017,11(9):1158-1177
This study, drawing on journalistic role conceptions and media systems theory, investigates the different perceptions of news users in the United States and South Korea toward citizen-run news podcasts. The findings reveal that Americans view citizen podcasts performing the role of interpreters of social issues more than other journalistic roles, while Koreans display a perception that the most important role of citizen podcasts is critical commentator against the government and businesses. The study also finds that Korean news users’ trust in citizen podcasts is significantly higher than that of Americans. The present study concludes that citizen podcasts play an alternative role in Korean journalism, while they complement professional journalism in the United States. 相似文献
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《Communication monographs》2012,79(3):210-235
The primary aim of this paper is to identify cross‐cultural similarities and differences in people's implicit theories of requesting. Implicit theories are conceptualized as containing information about five interactive constraints that influence choices about requests: (1) Clarity, (2) Perceived imposition, (3) Consideration for the other's feelings, (4) Risking disapproval for self, and (5) Effectiveness. The paper compares how these five constraints are perceived and rated across cultures and traces possible links between the constraints and perceptions of the likelihood of using various request strategies. Participants are a total of 595 undergraduates: 296 Koreans (native speakers of Korean) and 299 Americans (native American English speakers) studying in their respective countries. After reading a hypothetical request situation, participants evaluated request strategies along the five constraint dimensions as well as for likelihood of use. The rank‐ordering of the request strategies along the dimensions were similar across cultures except for effectiveness of strategies. Striking cross‐cultural differences were found in the rank and mean strategy ratings for effectiveness judgments: U.S. participants considered the direct statement strategy as the most effective way of making a request, while Korean participants rated it as the least effective strategy. Regarding the incompatibility among interactive constraints, U.S. participants saw clarity to be closely related to effectiveness of strategies; for Korean participants clarity of strategies was counterproductive to effectiveness. Theoretical and practical implications of these findings are discussed. 相似文献
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This study examines the effects of gay-themed ads on young Korean consumers. In its evaluation of such ads, the study investigates how attitude toward ads, attitude toward brands, and purchase intention are influenced by gender (male vs. female), tolerance of homosexuality (low vs. high tolerance), and self-construal (independent vs. interdependent self-construal). Findings suggest that a gay-themed ad does not impact how young Korean heterosexual consumers evaluate the ad, the brand, or their purchase intention. Regarding brand evaluation and purchase intention, no statistically significant differences were found between males and females. Concerning a person's tolerance, those with high tolerance tend to evaluate the ads and brands more favorably and have higher purchase intentions than do those with low tolerance. Concerning a person's self-construal – independent versus interdependent – the study found no main effects but did discover interaction effects between gender and self-construal and between tolerance and self-construal. Theoretical and practical implications of this study are discussed. 相似文献
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《Communication monographs》2012,79(3):235-258
The purpose of the current study was to investigate face and facework during conflicts across four national cultures: China, Germany, Japan, and the United States. A questionnaire was administered to 768 participants in the 4 national cultures, in their respective languages, to measure 3 face concerns and 11 facework behaviors. The major findings of the current study are as follows: (a) self-construals had the strongest effects on face concerns and facework with independence positively associated with self-face and dominating facework and interdependence positively associated with other- and mutual-face and integrating and avoiding facework; (b) power distance had small, positive effects on all three face concerns and avoiding and dominating facework; (c) individualistic, small-power distance cultures had less other-face concern and avoiding facework, and more dominating facework than collectivistic, large-power distance cultures; (d) Germans had more self- and mutual-face concerns and used defending more than U.S. Americans; (e) Chinese had more self-face concern and involved a third party more than Japanese; and (f) relational closeness and status only had small effects on face concerns and facework behavior. 相似文献
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《Communication monographs》2012,79(3):262-283
In theory, two‐way communication between patient and physician is desirable. However, there is a dearth of research that has explored the effects of patients’ culture and cultural orientations on patients’ ability to actively participate in the medical encounter. The purpose of this paper was to test the effects of patients’ culture and cultural orientations on assertiveness and communication apprehension during medical interviews. According to the proposed model, culture and self‐construals are causal antecedents to patients’ beliefs about verbal communicativeness. Our model suggests that cultural values (self‐construals) are determined in part by culture. In regards to the mediation process, the model proposes that the greater the patient's construal‐of‐self as independent, the more positive her/his beliefs regarding patient participation, which, in turn, leads to a higher degree of motivations to communicate verbally with a physician. Our model also suggests that the greater the patient's construal‐of‐self as interdependent, the more negative her/his beliefs regarding patient participation, which, in turn, leads to a higher degree of communication avoidance and apprehension during medical interview. The data were partially consistent with the theoretical predictions made. The implications of the model for theory and practice are discussed. 相似文献
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In this article, we investigated (a) whether the commonly reported 3 dimensions of source credibility (expertise, trustworthiness, and attractiveness) are applicable to both Americans and Koreans, and (b) which of those 3 dimensions exerted more influence on the dependent variables in each country. Findings suggest that the dimensionality of source credibility was remarkably similar between the 2 samples. The influence of 3 source credibility dimensions varied by the dependent variables. Attractiveness, expertise, and trustworthiness were equally important to purchase intentions. All 3 dimensions affected involvement with the advertisement message equally. Only trustworthiness had a significant impact on attitude toward brand and brand beliefs. In terms of attitude toward the advertisement, perceived attractiveness of the endorser was more important than expertise and trustworthiness. 相似文献
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《Communication monographs》2012,79(4):314-336
This study examines the relationship between ethnic background and emergent cultural competencies in friendships in the United States. A discursive, interpretive perspective served to delineate normative dimensions in competent intra‐and intercultural friendships involving Latinos, Asian Americans, African Americans, and Anglo Americans. Competence was approached as a problematic set of predicaments in which interlocutors co‐construct identities and coordinate action. Similarities and differences in competencies were pinpointed through identification of norms—appropriate conduct for ethnic identity, gender, and relationship—as well as outcomes‐the resulting feelings about self, other, the topic, and the friendship. The competencies identified in this study are consistent with core symbols identified in the discourse of friends in previous studies, in that Latinos emphasized relational support, Asian Americans emphasized a caring, positive exchange of ideas, African Americans emphasized respect and acceptance, and Anglo Americans emphasized recognizing the needs of the individual. 相似文献
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To date, African Americans and Latinos consent to organ donation at lower rates than Caucasians and are disproportionately represented on transplant waiting lists. However, limited work has investigated racial differences in predictors of organ donation registration. In this study, we examined racial differences in the antecedents of African American, Caucasian, and Latino young adults’ registration intentions using the theory of planned behavior, the noncognitive model, and perceived realism. Non-donors (N = 307) were recruited in a stratified random telephone survey. Results indicate that for African Americans, subjective norm, bodily integrity, and medical mistrust were the strongest predictors of registration intention. For Caucasians, attitude and subjective norm arose as key determinants of registration intention. For Latinos, attitude, subjective norm, and medical mistrust were the strongest predictors of registration intention. Consistent evidence for the independent predictive validity of perceived realism was also documented. The theoretical and practical implications of these findings are discussed, as well as avenues for future research. 相似文献
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Timothy K. F. Fung Dominique Brossard Isabella Ng 《Mass Communication and Society》2013,16(5):553-577
The purpose of this study is to examine the interactive effect of worldviews and media frames on policy preference. Using flooding as a case study, we examine the interplay of ecological worldviews and news framed as either emphasizing harmony with nature or mastery over nature on individuals' preference for flood protection policy. A total of 255 undergraduate students participated in a 2 (ecological worldviews: balance-with-nature vs. human-domination-over-nature) × 2 (media frames: harmony frame vs. mastery frame) between-subjects experiment. The findings indicate that both the balance-with-nature worldview and the human-domination-over-nature worldview have significant impacts on preference for flood protection policy. Furthermore, the harmony frame amplified the effect of the balance-with-nature worldview in supporting a natural approach to flood protection. In contrast, the mastery frame amplified the effect of the human-domination-over-nature worldview on the preference for a structural approach to flood protection. Implications are discussed. 相似文献
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Culture is found to play an important role in the perception and recall of information. Hypotheses based on the two cultural models (individualism and context) were tested using a 2 × 2 factorial between-subject experimental design: individualism/collectivism and high/low-context conditions. The subjects consisted of 82 American students and 82 Korean students. The cultural tests confirm that the American culture represents individualism, whereas the Korean culture represents collectivism. The results indicate that Koreans tend to be more comfortable with a high-context culture that uses indirect and ambiguous messages. The Korean subjects show higher ratings for perceptions of information in a high-context design compared to the American subjects. There was no statistically significant difference in recall of information from high- and low-context conditions between the American and the Korean subjects. The findings of this study may benefit information professionals who are looking for effective ways of conveying information to intended audiences. 相似文献
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This study examines how the use of a foreign country's media and culture influences perceptions of that country. A total of 315 Korean and 290 Japanese college students were surveyed in 2002 to facilitate the author's analysis of the flow of cultural products between Korea and Japan and the impact of their use. Between countries cultural products flow in one direction because of differences in market size and cultural competitiveness. This paper aims to reconfirm the asymmetric flow of cultural products between Korea and Japan. Its results reveal that Korean college students spend 25.40% of their media usage time consuming Japanese media products, whereas only 1.79% of Japanese students devote any time at all to Korean products. Next, studying both domestic and foreign media use, the author examined the effects of asymmetric cultural consumption on how Koreans and the Japanese perceive each other. Perception of a country is described in terms of three variables: cultural affinity, product purchase intention, and preference for the country. Use levels of foreign media, cultural exposure to the foreign country, and social demographics were hypothesized to influence these variables. Traveling experience to the counterpart country and preference for that country's food were measured to represent cultural exposure. Gender was a significant variable influencing cross-cultural perception. For Japanese students, first-hand exposure to Korean culture affected their perception of Korea significantly, whereas Korean students were more strongly affected by media use. Interestingly, Korean students’ domestic media use negatively affected their cultural proximity to Japan, while Japanese students’ domestic media use positively affected their intentions to purchase Korean products. 相似文献