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A Q-methodological study of Taiwanes...

Kuo, Chao-Lan.

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A Q-methodological study of Taiwanese consumers' attitudes toward international advertising.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A Q-methodological study of Taiwanese consumers' attitudes toward international advertising./
Author:	Kuo, Chao-Lan.
Description:	287 p.
Notes:	Source: Dissertation Abstracts International, Volume: 59-07, Section: A, page: 2235.
Contained By:	Dissertation Abstracts International59-07A.
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9841161
ISBN:	9780591951653

A Q-methodological study of Taiwanese consumers' attitudes toward international advertising.
Kuo, Chao-Lan.

A Q-methodological study of Taiwanese consumers' attitudes toward international advertising. - 287 p.

Source: Dissertation Abstracts International, Volume: 59-07, Section: A, page: 2235.

Thesis (Ph.D.)--University of Missouri - Columbia, 1997.

This study examines Taiwanese consumers' attitudes toward international advertising from an intercultural communication approach. By applying Q methodology, three types of Taiwanese consumers each holding different attitudes are found: the Local Culture Supporters, the Global Liberalists, and the Cultural Conservatives.

ISBN: 9780591951653Subjects--Topical Terms:

2144804
Mass communication.

A Q-methodological study of Taiwanese consumers' attitudes toward international advertising.
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020 $a 9780591951653
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100 1 $a Kuo, Chao-Lan. $3 3183093
245 1 2 $a A Q-methodological study of Taiwanese consumers' attitudes toward international advertising.
300 $a 287 p.
500 $a Source: Dissertation Abstracts International, Volume: 59-07, Section: A, page: 2235.
500 $a Supervisor: Michael W. Kramer.
502 $a Thesis (Ph.D.)--University of Missouri - Columbia, 1997.
520 $a This study examines Taiwanese consumers' attitudes toward international advertising from an intercultural communication approach. By applying Q methodology, three types of Taiwanese consumers each holding different attitudes are found: the Local Culture Supporters, the Global Liberalists, and the Cultural Conservatives.
520 $a The Local Culture Supporters tend to advocate a specialized approach to conducting international advertising. International advertisers should consider local cultures in order to communicate effectively with consumers. They do not believe that the employment of Western elements in commercials can enhance the product image of high class.
520 $a The Global Liberalists do not perceive international advertising as a form of cultural invasion or believe there is a cultural compatibility problem between Taiwanese consumers and international advertising. They tend to support a middle ground approach to conducting international advertising.
520 $a The Cultural Conservatives are concerned with the long-term cultural influence of international advertising. They perceive international advertising as a form of cultural invasion which has negative impact on the local cultures. They disagree with standardized advertising. A middle ground approach is more acceptable.
520 $a This study suggests that, in a global environment where the interactions between people from various cultural backgrounds has increased, the importance of intercultural communication is also growing. By examining Taiwanese consumers' attitudes toward international advertising within the context of intercultural communication, this study has several implications for the study of intercultural communication and provides practical suggestions to international advertisers.
590 $a School code: 0133.
650 4 $a Mass communication. $3 2144804
650 4 $a Marketing. $3 536353
690 $a 0708
690 $a 0338
710 2 $a University of Missouri - Columbia. $3 1017522
773 0 $t Dissertation Abstracts International $g 59-07A.
790 $a 0133
791 $a Ph.D.
792 $a 1997
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9841161