The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence.

Zinkhan, George M.; Balazs, Anne L.

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Peer reviewed

ERIC Number: EJ577110

Record Type: Journal

Publication Date: 1998

Pages: N/A

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ISSN: ISSN-1077-6990

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The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence.

Zinkhan, George M.; Balazs, Anne L.

Journalism and Mass Communication Quarterly, v75 n3 p535-47 Aut 1998

Contributes to scholarship on advertising and cross-cultural studies by exploring cultural factors affecting customer confidence in advertising. Uses a sample of 16 European nations to test G. Hofstede's theory of cross-national values. Finds that Hofstede's dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence. (SR)

Descriptors: Advertising, Consumer Economics, Cross Cultural Studies, Cultural Differences, Cultural Traits, Foreign Countries, Higher Education, Media Research, Predictor Variables

Publication Type: Journal Articles; Reports - Research

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Audience: N/A

Language: English

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