Abstract
While collegiate populations represent viable target markets for a variety of consumer goods and services across international boundaries, cross-cultural differences are likely to be encountered. Sport is a popular communication vehicle that is often employed in the promotion of products targeted to this market. A study was conducted to explore the differences and similarities between an Australian and an American collegiate sample's perceptions of sport. Several subtle differences were found, and implication are drawn for those utilizing sport as an appeal to reach collegiates across different cultures.
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