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


'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...

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