Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising

The first objective of this study was to examine how Hong Kong Chinese and Anglo-Canadians differed in their perceptions of the honesty and forcefulness of a message source in informational advertising.

Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising

Roy ToffoliUniversity of Quebec in Montreal

and

Michel LarocheConcordia University, Montreal

Objectives of the study

A great deal of research has been carried...