The Relationship between Socialization Agents and Advertising Attitudes under Different Types of Culture
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This research considers formation of moral and offensive advertising attitudes due to the choice of socialization agents through a cross-culture study. The United States acts as a representative sample of an individualism society, and South Korea represents a collectivism one. The findings show that socialization agents, both personal and non-personal, are more utilized by collectivists than individualists. Consumers who depend more on personal socialization agents then, in turn, are favorable toward more various types of moral advertising and less tolerant of more offensive advertising types than those who more highly depend on interactive and non-interactive non-personal socialization agents such as the Internet and television respectively; however, users of non-interactive sources as a socialization agent were not found to be less tolerant of more offensive advertising types than those depending on personal sources.
Abstract
This research considers formation of moral and offensive advertising attitudes due to the choice of socialization agents through a cross-culture study. The United States acts as a representative sample of an individualism society, and South Korea represents a collectivism one. The findings show that socialization agents, both personal and non-personal, are more utilized by collectivists than individualists. Consumers who depend more on personal socialization agents then, in turn, are favorable toward more various types of moral advertising and less tolerant of more offensive advertising types than those who more highly depend on interactive and non-interactive non-personal socialization agents such as the Internet and television respectively; however, users of non-interactive sources as a socialization agent were not found to be less tolerant of more offensive advertising types than those depending on personal sources.
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