The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence

Zinkhan, George M., Balazs, Anne L., Journalism and Mass Communication Quarterly

The institution of advertising depends upon customer confidence. From both a managerial and a public policy perspective, it is important that customers have confidence in advertising as a reliable source of information about the marketplace. Here, we explored the cultural factors which affect customer confidence in advertising. Using a sample of sixteen European nations, we tested Hofstede's theory of cross-national values. In particular, we found that Hofstede's dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence.

Introduction

Advertising has important economic and social consequences. From a very early …

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Publication information: Article title: The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence. Contributors: Zinkhan, George M. - Author, Balazs, Anne L. - Author. Journal title: Journalism and Mass Communication Quarterly. Volume: 75. Issue: 3 Publication date: Autumn 1998. Page number: 535+. © Association for Education in Journalism and Mass Communication Winter 2007. Provided by ProQuest LLC. All Rights Reserved.

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