The Impact of Information Level on the Effectiveness of U.S. and Korean Television Commercials
- 1 March 1997
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 26 (1) , 1-18
- https://doi.org/10.1080/00913367.1997.10673514
Abstract
The authors report the findings of an experiment comparing the effectiveness of television commercials with varied levels of information content (high vs. low) in the United States and the Republic of Korea. Cultural differences were used as a basis for the hypotheses. Consistent with expectations based on those cultural differences, the U.S. subjects responded more favorably to commercials with high information levels than did the Korean subjects.Keywords
This publication has 52 references indexed in Scilit:
- Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational AnalysisJournal of Marketing, 1993
- Consequences of an Unpleasant Experience with Music: A Second-Order Negative Conditioning PerspectiveJournal of Advertising, 1992
- International Marketing and National Character: A Review and Proposal for an Integrative TheoryJournal of Marketing, 1990
- The Power of Feelings in Understanding Advertising EffectsJournal of Consumer Research, 1987
- Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity ApproachesJournal of Marketing Research, 1987
- Product Novelty: Does it Moderate the Relationship between Ad Attitudes and Brand Attitudes?Journal of Advertising, 1987
- Reasons for the lack of argumentation and debate in the Far EastInternational Journal of Intercultural Relations, 1986
- Designing Research for ApplicationJournal of Consumer Research, 1981
- Information Content in U. S. and Australian Television AdvertisingJournal of Marketing, 1980
- Back-Translation for Cross-Cultural ResearchJournal of Cross-Cultural Psychology, 1970