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Advertising Attitudes in Germany and the U.S.: An Analysis over Age and Time

Author

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  • Ronald D Anderson

    (Indiana University)

  • Jack L Engledow

    (Indiana University)

  • Helmut Becker

    (University of Portland)

Abstract

Results of a cross-cultural, repeated measures study of advertising attitudes among subscribers toward product test magazines are presented. The subscriber of the product test magazines, seen as an important group of purchasers and trend setters, were found to have less favorable attitudes to all aspects of advertising studied in 1976 than 1970, both in the U.S and West Germany. Differences in attitudes among age groups are much more clearly structured in 1976, with young subscribers showing consistently lower attitudes. Differences are shown between countries, particularly in varied views of economic and social dimensions. Implications are discussed and future research suggested.© 1978 JIBS. Journal of International Business Studies (1978) 9, 27–38

Suggested Citation

  • Ronald D Anderson & Jack L Engledow & Helmut Becker, 1978. "Advertising Attitudes in Germany and the U.S.: An Analysis over Age and Time," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 9(3), pages 27-38, September.
    • Handle: RePEc:pal:jintbs:v:9:y:1978:i:3:p:27-38
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    Cited by:

    1. Md. Ashiqur Rahman, 2016. "University Students¡¯ Attitudes towards Advertising: A Study of Dhaka City of Bangladesh," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 146-154, August.

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