Where east meets west: a design for measuring and interpreting emotional response to standardized advertisement across cultures

Fei-wen Pai and Jon D. Morris

One hundred fourteen subjects, sixty-four Taiwanese and fifty American, whose ages range from 18 to 81 years, participated in this study to investigate the different emotional responses to twelve global standardized TV commercials.

Where East meets West. A design for measuring and interpreting emotional response to standardized advertisement across cultures

John D. Morris (University of Florida) United States andFei-Wen Pai (University of Florida) United States

INTRODUCTION

Global Market and Standardized Advertising

Standardized global advertising, the idea of advertising the same product in the same way in markets around the world, has emerged as an important topic of advertising and marketing research (Mueller, 1992; Onkivist and Shaw, 1987; Culter and Javalgi, 1992). Researchers Elinder (1965) and Fatt (1967) contended that advertisers employ standardized advertising campaigns because they believe that the...

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