Perceptions of the media in three different cultures: the United States, Australia and Taiwan
Henry C K Chen and Dean Allmon
This paper examines business students' perceptions of the media in the United States, Australia, and Taiwan across four attributes - informative, entertaining, boring and irritating. Management implications of the findings are also discussed. Newspapers, radio, billboards, television, direct mail and magazines were selected for analysis. The findings revealed that 16 different paired comparisons out of a possible 72 tests show statistical significance. Media perception patterns describing respondents' ratings of different media classes for given attributes were examined....