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- W2256160947 abstract "This study investigates the effects of cultural difference on recall, attitude and purchase intention fromprint advertisements. Experimentswere conducted in both the U.S. and South Korea using a 2 × 2 factorial between-subject experimental design: individualism/collectivism and high/low- context conditions. The responses of American and Korean students were compared and analyzed after they were exposed to different stimuli. The results support the hypothesized relationship; the American respondents displayed more favorable attitudes toward low-context advertisements than the Korean students did. However, there were no differences in the recall and purchase intentions between American and Korean students." @default.
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- W2256160947 date "2015-06-01" @default.
- W2256160947 modified "2023-09-26" @default.
- W2256160947 title "The Influence of Culture on Ad Effectiveness in the U.S. and Korea" @default.
- W2256160947 hasPublicationYear "2015" @default.
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