ERIC Number: ED173826
Record Type: Non-Journal
Publication Date: 1979-Aug
Reference Count: N/A
Adolescents' Perceptions of Foreign-Made Products: Implications for Advertising Strategy.
Reid, Leonard N.; Vanden Bergh, Bruce G.
A five-point, seven-item semantic differential scale was used to collect data from 130 high school students about their perceptions of foreign-made products and the relation of national stereotypes to product stereotypes. To assure consistency, the same product classes (all products, automobiles, cameras, and mechanical toys) and foreign countries (Germany and Japan) were used. United States products were included in the instrument as a control measure. Since the subjects perceived a difference between all U.S. products and the individual product classes, the instrument exhibits a certain degree of face validity. Other findings showed that the subjects generally differentiated between national stereotypes and specific product classes. The subjects, however, did not significantly differentiate between all German products versus German automobiles and all Japanese products versus Japanese automobiles, suggesting that German and Japanese automobiles have a set national stereotype, perhaps resulting from large-scale television advertising. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Germany; Japan