A First Investigation into the Cross-Cultural Perceptions of Internet Advertising

An, Daechun; Kim, Sang Hoon

doi:10.1300/j046v20n02_05

Cited by 16 publications

(16 citation statements)

References 36 publications

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“…The non-significant moderating effects of PK reported with a children sample (An and Stern, 2011;van Reijmersdal, Rozendaal and Buijzen, 2012) can be explained by the low level of PK among children (Boush, Friestad and Rose, 1994;Wright, Friestad and Boush, 2005). PK is considered a socially learned knowledge, thus, the use and activation of PK in processing persuasive messages tend to develop over time (Boush, Friestad and Rose, 1994;Friestad and Wright, 1994;Obermiller and Spangenberg, 1998;Robertson and Rossiter, 1974;Wright, Friestad and Boush, 2005).…”

Section: Persuasion Knowledge As a Moderatormentioning

confidence: 97%

“…For instance, An and Stern (2011) reported that regardless of the presence of ad break (i.e., a posted statement identifying advertising on a website), children were not able to detect the source and persuasive characteristics of advergames. Van Reijmersdal, Rozendaal and Buijzen (2012) also showed that understanding the source and persuasive intent of advergames was not related to children's recall of the brand and their attitudes toward the game and the brand.…”

Section: Persuasion Knowledge As a Moderatormentioning

confidence: 99%

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Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

Kim

Lee

Hwang

et al. 2016

IJMC

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This study examined the effects of ad prominence and persuasion knowledge (PK) priming on game users' responses to in-game ads, the advertised brands, and the game. The experimental results suggested that game players showed more negative attitudes toward the brand and the game in response to high prominence ads. In addition, there was a significant interaction between ad prominence and PK priming on recall and attitudes. High prominence ads resulted in better product recall, only when PK was not primed. In contrast, high prominence ads resulted in more negative attitudes toward the game and game players' lower intention to play the game in the future, only when PK was primed. These results suggest that high prominence ads might be preferred when PK is not primed, whereas low prominence ads might be preferred when PK is primed. This study contributes to research on the effects of in-game ads in mobile games and provides practical implications for advertisers and game developers.

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Section: Persuasion Knowledge As a Moderatormentioning

confidence: 97%

Section: Persuasion Knowledge As a Moderatormentioning

confidence: 99%

Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

Kim

Lee

Hwang

et al. 2016

IJMC

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“…There were two studies conducted with African consumers and two with South American consumers. There were five studies which were conducted transnationally, with four studies involving two continents; a study held in Asia and North America (An and Kim, 2007), another one in Europe and North America (van der Goot et al, 2018); and two in Asia and Europe (Wang and Sun, 2010;Deraz, 2019). Another study was conducted in Asia but across India, South Korea, and China (Islam, 2017).…”

Section: Data Extraction and Synthesismentioning

confidence: 99%

Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review

Battista

Curmi

Said

2021

IRMM

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Young people are constantly targeted by online advertisements. This systematic literature review aims to identify the principal factors that influence young people's attitude towards online advertising. It seeks to understand if the influence of online advertising is dependent on gender and age differences in young people. The methodology involves the systematic review of empirical studies published from 1994 to 2020 and identifies the factors that impact young people's attitude towards online advertising. The review commences with a scoping study and follows the PRISMA structure, which includes identifying studies, screening and evaluation, the analysis and synthesis of studies, and the presentation of the final studies. This work reveals two main observations from a thematic content analysis of the appraised studies. The first relates to the principal factors influencing young people's attitude towards advertising. These factors comprise informativeness, entertainment, irritation, credibility, personalisation, and interactivity. In general, studies show that when informativeness, entertainment, credibility and interactivity are present, the more positive the attitude towards advertising is, while irritation fosters an unfavourable attitude. Studies provide a dichotomous stand on personalisation. The second relates to young people's age and gender. Our review notes that earlier studies lack focus on audiences predominantly between 10 and 15 years.

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“…However, literature suggests that sexually sensitive product themes are less accepted in Chinese culture (An & Kim, 2008). Prior studies have shown that Chinese consumers are more likely to be offended by the sexual nature of condom advertising (Fam et al, 2009), have significantly less favorable attitudes toward ads that included sexual appeals (Cui & Yang, 2009), and perceive strong and overt sexual appeals as less favorable and less ethically correct than mild sexual appeals (Tai, 1999).…”

Section: Literature Reviewmentioning

confidence: 99%

Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

Liu¹,

Yoon

Petit

2019

International Journal of Market Research

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Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention. However, systematic examinations of how to move this body of research forward from both theoretical and methodological perspectives are lacking. This study discusses a method-related issue in Asian advertising research, specifically focusing on the rating scale length used in measuring consumer attitude and behavioral intention. The experiment examines whether using different rating scale lengths (i.e., 1–3, 1–5, 1–7, and 1–9) will produce inconsistent research results due to the influence of Confucianism on East Asian consumers’ response style. Based on the experimental findings, a theoretical discussion of how to consider the cultural impact on measurement in an East Asian advertising context is provided.

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A First Investigation into the Cross-Cultural Perceptions of Internet Advertising

Cited by 16 publications

References 36 publications

Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge

Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review

Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

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