Consumer Processing of International Advertising

Abstract

SUMMARY This research examines the impacts of consumer's two crossnational individual difference variables-country-of-origin perception and consumer ethnocentrism-on their responses and attitudes toward foreign advertisements. Empirical analysis of the hypothetical model through structural equation modeling yields supportive results: negative effects of consumer's ethnocentrism on their responses to the creative presentation of international advertising, and positive effects of consumer's country-of-origin perceptions on their responses to the buying proposal of international advertising. This study may contribute to our understanding of cross-national individual difference variables that precede and determine consumers' attitudes toward international advertising. It also has practical implications for the standardization versus localization debate in international advertising strategy.