Modeling the Effects of Culture-Related Variables on the Attitude Towards Advertising

Abstract

The study investigates the differences in attitude towards advertising in general in different countries, based on the idea that advertising leverage (return on investment in advertising) for companies that are going global varies from culture to culture. The cultural variables underlying these differences are measured, using the Hofstede's (1980) methodology, and the theoretical and empirical relationship between these variables and the attitude towards advertising is explored. The sample is obtained from three countries highly distinct in terms of cultural and historical traditions, religious backgrounds, and political regimes: USA, Russia, and Iran. The results of the study may be of interest to marketing scientists studying the area of global advertising and Andrei G. Mikhailitchenko is a doctoral student at Cleveland State University and CEO of Russia-based international trading and consulting company, Continent

Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

“…Across all these dimensions, the U.S. and Russia are located far from each. The attitude towards the advertising in general (Lutz, 1985), the theoretical and empirical link of which with individualism and masculinity in a culture was documented, also significantly differs for the two countries, making imagery advertising a more effective marketing tool in the U.S. than in Russia (Mikhailitchenko and Whipple, 2006).…”

Russian Advertising Attitudes

“…A concurrent study of Russian advertising using the more limiting Bauer and Greyser model also confirmed global attitudinal orientations that were lower than the United States (Mikhailitchenko & Whipple, 2006).…”

A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements

“…The behavior (Lutz, 1985) towards advertising shows a difference in the two cultures. Imagery advertisement seems to be a more influential marketing tool in the U.S. than in Russia (Mikhailitchenko and Whipple, 2006). Interest in cross-cultural advertisement leads to many experimental studies which examine the similarities and differences in advertising content among different countries.…”