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

This study investigated how mass media exposure and cultural values influence Korean immigrants’ responses to models in print advertising.

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

Seung-jun MoonInha University

Michelle R. NelsonUniversity of Illinois at Urbana-Champaign

INTRODUCTION

'Even those Asians born here who are highly...

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