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...