Exploring the influence of media exposure and cultural values on Korean immigrants' advertising evaluations

Seung-jun Moon
Inha University

Michelle R. Nelson
University of Illinois at Urbana-Champaign

INTRODUCTION

'Even those Asians born here who are highly assimilated prefer to see people in advertising which they can identify' (Yoshihashi 1989)

When selecting models for advertising messages, conventional wisdom and research concerning some ethnic groups suggest that consumers resonate with people who look and sound like themselves in terms of ethnic identity (Whittler 1989, 1991, 2002; Deshpande & Stayman 1994; Green 1999). Such identification is thought to invoke the consumer's involvement in the ad and transfer positive feelings to enhance his or her perception of the product (Edell & Burke 1987).