ABSTRACT
Consumer processing of foreign advertising
Moon, Byeong-Joon(Ph.D. Assistant Professor School of Management Kyunghee University)
This research examines the impacts of consumers' two cross-national individual difference variables--consumer ethnocentrism and county-of-origin perception--on their responses toward foreign advertisements. Empirical analysis of the hypothetical model through structural equation modeling yields supportive results: negative effects of consumer ethnocentrism on their responses to the creative presentation of a foreign advertisement and positive effects of consumers' county-of-origin perceptions on their responses to the buying proposal of a foreign advertisement. This study has practical implications for the standardization versus localization debate in international advertising strategy.