Cultural influences on consumers' processing of advertising: A structural equation approach |
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| Authors: | Tae‐Il Yoon Doyle Yoon |
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| Institution: | 1. Assistant Professor, School of Communication , Hallym University , Korea;2. Assistant Professor, Gaylord College of Journalism and Mass Communication , University of Oklahoma , USA |
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| Abstract: | 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. |
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