Testing U.S. Advertising Belief and Attitude Measures in France

ABSTRACT This article aims at testing the cross-national equivalence of advertising belief and attitude measures from the Unites States and France and an initial cross-national comparison of beliefs and attitudes toward advertising in general between samples from the United States and France. A field study among 100 U.S. and 98 French respondents was conducted using established measures of advertising belief and attitude measures. The research at hand found that U.S. respondents exhibited significantly more favorable beliefs toward the economic and social effects of advertising as well as significantly more favorable attitudes toward the institution of advertising and the instrument of advertising in general. The findings suggest that existing advertising belief and attitude measures are equally applicable and yield similar structures in the United States and France. However, the results of structural equation modeling suggest that cross-cultural advertising belief and attitudes might be better measured u...

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