Print advertising at the component level: a cross-cultural comparison of the United States and Japan

Article Abstract:

An examination of the visual components in 339 magazine advertisements from the US and 194 ads from Japan was made. The visual components were related to elements of the visual, process of visual appeal, content of the appeal, headline type, and the portrayal of the people in the ad. Based on the findings, Japanese ads are more predisposed toward portraying people in traditional roles and try to build brand loyalty by establishing friendship with the consumers. On the other hand, US ads center on product trial invitation to build consumer base. It was also discovered that religion bears an influence on advertising in both countries.

Advertising, Advertising and Related Services, Research, Analysis, Japan, Advertising services, Japanese advertising

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A place of emotion in attitude models

Article Abstract:

A data shows that retrospective reports about emotional experiences could be useful predictors of attitude when compared to traditional measures of cognitive structure and that prior experience with a behavior could play a major role in moderating these relationships. The appeal of multiattribute attitude model was always their value for predicting and diagnosing motives and preferences.

United States, Consumer Behavior, Models, Consumer preferences, Consumer behaviour

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