A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements

Article Abstract:

A study of advertising found more emphasis on individualism in Western countries such as the US. In China and other Oriental countries comparison is avoided, and symbols of group membership are used more frequently. This may change as international trade increases.

China, Research, Individualism, Connectionism

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Retail buyer beliefs, attitude and behavior toward pioneer and me-too follower brands: a comparative study of Japan and the USA

Article Abstract:

Japanese shoppers exhibit willingness to purchase new products compared to buyers in the US, according to a study of consumer attitudes. The homogeneity of Japanese may influence their acceptance of pioneer products.

Japan, Market share, Public opinion, Brand name products, Brand names, New products, Product introduction

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Review of a 40-year debate in international advertising: practitioner and academician perspectives to the standardization adaptation issue

Article Abstract:

The issues of standardization and adaptation have long been unique to international advertising. Standardization calls on advertisers to focus on similarities in consumer behavior while adaptation contends that differences among countries should be considered in making advertisements for international audiences. A moderate approach is taken by other advertisers who argue that effective international advertising combines standardization and adaptation.

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