The Effects of Comparative Advertising on Young Consumers’ Perceptions: Cross-Cultural Comparison Between the United States and Taiwan

This study aims to examine the effectiveness of comparative advertising of a high involvement product in two countries, the United States and Taiwan. The results show that different types of comparative advertising moderate the relationship in the proposed model and exert different levels of influences on consumers. The United States and Taiwanese consumers are significantly different in attitudes toward the ad, attitudes toward the sponsored brand, and purchase intention. The results show that direct comparative advertising might be suitable for promoting a new brand in countries with individualistic cultures. However, global marketers should be cautious when employing comparative advertising formats in collectivist cultures.     

Consumers' green involvement and the persuasive effects of emotional versus functional ads

This study compares the effects of four types of ads: a functional green ad promoting the environmental advantages of a product, an emotional green ad using a visual representation of pleasant natural scenery, a mixed type green ad using functional and emotional strategies, and a control group. Findings of an experimental study using a representative sample of U.S. consumers suggest that both the emotional and the mixed-type ads significantly affect brand attitude, mediated by attitude toward the ad. These effects do not depend on consumers' green involvement. Functional ads, in contrast, only impact brand attitudes when involvement, measured as green purchase behavior or green product attitudes, is high.     

Universal differences in advertising avoidance behavior: A cross-cultural study

The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these factors any that might consistently predict avoidance (by conducting surveys in three quite different cultures, the UK, Chile and Turkey), and: to compare the influence of demographic factors on avoidance with those of attitude to advertising. Males use more mechanical avoidance methods, whereas females use more behavioral avoidance methods. More educated people generally report higher behavioral avoidance. Family size and age help to explain avoidance in some countries but not in others. A negative overall attitude towards advertising is important generally in explaining mechanical avoidance. Behavioral avoidance is more important and is best explained by a combination of demographic and attitudinal factors. Country of residence is significant in predicting behavioral avoidance.     

Digital Piracy: Factors that Influence Attitude Toward Behavior

A new form of software piracy known as digital piracy has taken the spotlight. Lost revenues due to digital piracy could reach $5 billion by the end of 2005.Preventives and deterrents do not seem to be working – losses are increasing. This study examines factors that influence an individual’s attitude toward pirating digital material. The results of this study suggest that attitude toward digital pirating is influenced by beliefs about the outcome of behavior (cognitive beliefs), happiness and excitement (affective beliefs), age, the perceived importance of the issue, the influence of significant others (subjective norms), and machiavellianism. Given these results, measures can be developed which could alter attitudes toward digital piracy. Sulaiman Al-Rafee received his Ph.D. in Information Systems from the University of Arkansas in the USA, May, 2002. He is an assistant professor of Information Systems at the department of Quantitative Methods and Information Systems at the College of Business Administration, Kuwait. He is the MIS coordinator at the department, and has taught different MIS courses within the department. His reserch interests include: ethics, behavioral psychology, software and digital piracy, user acceptance of information technology, and cross-cultural studies. Timothy Paul Cronan, Professor and M.D. Matthews Chair in Information Systems, University of Arkansas, Fayetteville, Arkansas. Dr. Cronan received the D.B.A. from Louisiana Tech University and is an active member of the Decision Sciences Institute and The Associaton for Computing Machinery. He has served as Regional Vice President and on the Board of Directors of the Decision Sciences Institute and as President of the Southwest Region of the Institute. In addition, he has served as Associate Editor for MIS Quarterly. He is currently Director of Enterprise Systems and Director of the Master of Information Systems degree programs. His research interests include information systems ethical behavior, work groups, change management, expert systems, performance analysis and effectiveness, and end-user computing. Publications have appeared in MIS Quarterly, Decision Sciences, Journal of Business Ethics, Information and Management, OMEGA The International Journal of Management Science, The Journal of Management Information Systems, Communications of the ACM, Journal of Organizational and End User Computing, Database, Journal of Research on Computing in Education, Journal of Financial Research, as well as in other journals and Proceedings of various Conferences.     

An Investigation of People's Time Orientation,Attitudes, and Behavior Toward Advertising in an International Context

ABSTRACT

Past studies have indicated that there are cross-cultural/national differences among people's perception of time and how they use time available for them and what factors affect their time-related purchasing and consumption decisions. It is stated that each culture or subculture could have its own dominant construct of time. The present study examines time use and orientation and time attitudes toward different activities, including advertising in an emerging economy of Georgia. Study results indicate that present orientation and consciousness of future, planning orientation, time saving, realization of present in the light of past, and action orientation are salient factors channeling time orientations of Georgian consumers.     

我们为什么“不看”广告——广告回避研究综述

广告信息的处理是一个攀登＂AIDAS＂①阶梯的过程,如果没有第一步＂注意＂的基石,后续的效果就无从谈起。因此了解受众,或者说媒介用户的广告回避行为,以及不同媒介用户的广告回避规律是非常重要的。本文采用滚雪球文献搜集法,对近50年来的广告回避研究做了梳理,重点呈现三方面的信息：其一,广告回避的主体描述,侧重对有强烈广告回避倾向受众的特写;其二,不同广告回避方式所造成的注意力流失情况;其三,受众为什么回避广告的解释模型。