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Direct linkPark, Hee Sun; Lee, Hye Eun; Song, Jeong An – Human Communication Research, 2005
A series of studies investigating cultural differences in apology usage in unsolicited email advertising messages (i.e., SPAM) are reported. Study 1 documented that in comparison to American SPAM, a greater percentage of Korean SPAM included apologies. The next five studies ("Ns" = 516, 3132, 662, 524, 536) tested various explanations…
Descriptors: Modeling (Psychology), Foreign Countries, Cultural Differences, Advertising
