Advertising to ‘active’ viewers: consumer attitudes in the US and South Korea

Effects of mere exposure have been widely investigated in the area of advertising, consumer behaviour and social psychology.

Advertising to “active” viewers: consumer attitudes in the US and South Korea

Hyokjin Kwak and Trina Larsen AndrasLeBow College of Business, Drexel University, Philadelphia

George M. ZinkhanTerry College of Business, University of Georgia, Athens

INTRODUCTION

Television ownership and viewing is still on the rise globally and it remains an important medium. For example, world retail sales volume of televisions and projectors increased from just over 146 million units in 2001 to approximately 247.5 million units in 2006 (Euromonitor International 2007). Countries that previously had only governmentally sponsored television channels now allow commercially supported television channels, and...

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