Testing U.S. Advertising Belief and Attitude Measures in France

Abstract

This article aims at testing the cross-national equivalence of advertising belief and attitude measures from the Unites States and France and an initial cross-national comparison of beliefs and attitudes toward advertising in general between samples from the United States and France. A field study among 100 U.S. and 98 French respondents was conducted using established measures of advertising belief and attitude measures. The research at hand found that U.S. respondents exhibited significantly more favorable beliefs toward the economic and social effects of advertising as well as significantly more favorable attitudes toward the institution of advertising and the instrument of advertising in general. The findings suggest that existing advertising belief and attitude measures are equally applicable and yield similar structures in the United States and France. However, the results of structural equation modeling suggest that cross-cultural advertising belief and attitudes might be better measured using either a two-factor or three-factor measure rather than the one-factor approach proposed in the literature.

Cross-Cultural Evaluation of the Mediation of Attitudes in Relationship of Cultural Values and Behavioral Reactions toward Web Based Advertising

“…The United States. is an extremely advanced nation and a distinctive western nation that underlines individuality, masculinity, and a straight communication style (Truong, McColl, & Descubes, 2009;Y. Zhou, Thøgersen, Ruan, & Huang, 2013).…”

Türkiye’de Reklama Yönelik Genel Tutumun Değerlendirilmesi

“…In recent years, questions concerning the crossnational applicability of these belief measures and attitude models were raised by various researchers (Durvasula et al, 1993;Andrews et al, 1994;Zinkhan and Balazs, 1998;Bush et al, 1999;La Ferle and Lee, 2003;Ashill and Yavas, 2005;Petrovici and Marinov, 2007;Truong et al, 2009;Ling et al, 2010;Millan and Mittal, 2010). Durvasula et al (1993) found that opinions about advertising show diversity across countries.…”