Consumer Attitudes Toward Advertising in the Digital Age: A China–United States Comparative Study

Abstract

Contextualized in the regulatory differences between China and the United States, this study surveyed Chinese and U.S. consumers on their beliefs and attitudes toward advertising. It found that the two samples shared considerable similarities in their beliefs and attitudes, as well as some differences. The data suggest the possibility that when advertising reaches a certain threshold of development and becomes ubiquitous in people's life, consumers, regardless of their cultural background, invariably acquire a less favorable view of advertising.

Notes

Note. Scores: 1 is low or strongly disagree, and 5 is high or strongly agree,.

*Significant at .05 level.

**Significant at .01 level.

***Significant at .001 level.

****Significant at .000 level.

*Correlation is significant at the .05 level (two-tailed).

**Correlation is significant at the .01 level (two-tailed).

*Correlation is significant at the .05 level (two-tailed).

**Correlation is significant at the .01 level (two-tailed).

Note. Model 1, R²=.081; 2, ΔR²=.024; 3, ΔR²=.026; 4, ΔR²=.024; 5, ΔR²=.024.

Note. Model 1, R²=.134; 2, ΔR²=.035; 3, ΔR²=.019; 4, ΔR²=.022; 5, ΔR²=.033.

This article was accepted by Claude Martin and James Leigh, previous editors of the Journal of Current Issues & Research in Advertising.