Open AccessCultural Influence on Perceptions of Advertising Creativity: A Cross-Cultural Comparison of U.S. and Korean Advertising Students
Author(s) -
Daechun An
Publication year - 2013
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v5n5p75
Subject(s) - creativity , advertising , perception , marketing , cross cultural , psychology , business , political science , social psychology , law , neuroscience
A successful international advertising campaign should be based on a reliable and valid assessment of cultural differences, such as attitudes, beliefs, motivations, and values, while avoiding aspects of culture that might lessen the impact of advertising investment. This study examined the perceptional differences of advertising creativity between advertising students in two culturally dissimilar countries, South Korea and the U.S. In this attempt, two pervasively tested scales, the Koslow, Sasser, and Riordan scale and the CAT scale, were used to have a more composite understanding of perceptional differences. Significant differences were detected in numerous measures of the two scales, indicating that perceptional differences in identifying advertising creativity do exist between two countries. Thus, practically, the results suggest a localization strategy that recommends the use of separate message to promote the same product in a foreign culture rather than a standardized strategy.