Individualism and collectivism: Its implications for cross-cultural advertising

This dissertation examined how individualism-collectivism, a core dimension of cultural variability, is reflected in the advertising appeals in two countries (the U.S. and Korea) that have been shown to differ on this dimension. It also investigated the relative effectiveness of culture-relevant and culture-irrelevant advertising in the two countries. A content analysis demonstrated that advertisements in the U.S. utilized individualistic appeals to a greater extent, and collectivistic appeals to a lesser extent, than did Korean advertisements. These differences emerged strongly among high involvement products, but much less so among low involvement products. These differences also emerged strongly among collectivistic products, but less so among individualistic products.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Communication

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2011

Author dc:creator

• Han, Sang-Pil

Contributors dc:contributor

• Shavitt, Sharon

• Mass Communications

Statement dc:rights

• Copyright 1990 Han, Sang-Pil

Language dc:language

eng

Identifier

AAI9114257
(UMI)AAI9114257

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/22692