Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.
Contents: Preface. Part I: Values and Culture. E. Lester, International Advertising Research and International Communication Theory. J.A. McCarty, The Role of Cultural Value Orientations in Cross-Cultural Research and International Marketing and Advertising. L.R. Kahle, S. Beatty, J. Mager, Implications of Social Values for Consumer Communications: The Case of the European Community. Part II: Subcultural Issues. B.B. Stern, Advertising to the "Other" Culture: Women's Use of Language and Language's Use of Women. L.M. Milner, Multinational Gender Positioning: A Call for Research. R.J. Astroff, Advertising, Anthropology, and Cultural Brokers: A Research Report. Part III: Cross-Cultural Issues. F.M. Caudle, National Boundaries in Magazine Advertising: Perspectives on Verbal and Nonverbal Communication. S. Bradley, J. Hitchon, E. Thorson, Hard Sell Versus Soft Sell: A Comparison of American and British Advertising. P.R. Prabhaker, P. Sauer, Advertising in the People's Republic of China. C.R. Taylor, G.E. Miracle, K.Y. Chang, The Difficulty of Standardizing International Advertising: Some Propositions and Evidence from Japanese, Korean and US Television Advertising. S.J. Gould, Y. Minowa, "Are They Saying the Same Thing?" An Exploratory Study of Japanese and American Automobile Advertising. Part IV: Methods and Paradigms. R.J. Corey, J.D. Williams, Developing a Text-Theoretic Methodology for Analyzing Subcultural Market Segments: A Pilot Study. A.M. Bozzolo, T.C. Brock, Toward a Universal Paradigm for Examining Processing of Brand Information: An Application of Illusory Correlation Theory.