Adolescents' Perceptions of Foreign-Made Products: Implications for Advertising Strategy.

Autor/inn/en	Reid, Leonard N.; Vanden Bergh, Bruce G.
Titel	Adolescents' Perceptions of Foreign-Made Products: Implications for Advertising Strategy.
Quelle	(1979), (11 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Advertising; Consumer Economics; Foreign Countries; High School Students; Media Research; Merchandise Information; Secondary Education; Stereotypes; Television Commercials; Germany; Japan + Suchen Sie Ihr Suchwort? Werbung; Konsumökonomie; Ausland; High school; High schools; Student; Students; Oberschule; Schüler; Schülerin; Studentin; Medienforschung; Sekundarbereich; Klischee; Deutschland
Abstract	A five-point, seven-item semantic differential scale was used to collect data from 130 high school students about their perceptions of foreign-made products and the relation of national stereotypes to product stereotypes. To assure consistency, the same product classes (all products, automobiles, cameras, and mechanical toys) and foreign countries (Germany and Japan) were used. United States products were included in the instrument as a control measure. Since the subjects perceived a difference between all U.S. products and the individual product classes, the instrument exhibits a certain degree of face validity. Other findings showed that the subjects generally differentiated between national stereotypes and specific product classes. The subjects, however, did not significantly differentiate between all German products versus German automobiles and all Japanese products versus Japanese automobiles, suggesting that German and Japanese automobiles have a set national stereotype, perhaps resulting from large-scale television advertising. (RL)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC