UNDERSTANDING CROSS-CULTURAL STUDENT PERCEPTIONS OF ADVERTISING IN GENERAL - IMPLICATIONS FOR ADVERTISING EDUCATORS AND PRACTITIONERS

The purpose of our study is to present a cross-cultural comparison of student perceptions toward advertising in general. While there exists considerable research on U.S. students’ responses to predetermined statements about advertising in general, a decided lack of research exists regarding international students’ thoughts about advertising in general. Therefore, 553 undergraduate students from the United States, New Zealand, Denmark, Greece, and India were sampled for their thoughts about advertising in general. Results indicate significant differences across countries on self-generated thoughts regarding advertising’s functions, practices, affective responses, the industry, and advertising users. Implications of findings for advertising educators and practitioners are provided. © 1991 Taylor & Francis Group, LLC.