31 pages matching Japanese commercials in this book
Results 1-3 of 31
What people are saying - Write a review
We haven't found any reviews in the usual places.
Hypotheses and Definitions
4 other sections not shown
A1 Steak Sauce advertised brand advertisements which appeal advertising effectiveness advertising research American and Japanese American respondents attitude toward emotion-appealing audience research audience's emotional response audience's mind audience's purchase bilingual Japanese brand evaluation classical conditioning classification coders coding collapsed-scales data conducted consumers content analysis content of advertisement Cornell Cornell University cultural differences Dentsu Inc dependent variables emotion in advertising emotion-appealing advertisements emotional and informational emotional appeals emotional content experiment favorable attitude forty commercials global hypothesis information and emotional informational advertisements informational content Japan Japanese advertising Japanese audience Japanese commercials Japanese language Japanese respondents Kishii mean score mixed-benefit advertisements negative emotion Nissan Cima non-bilingual Japanese overall attitude positive emotional response predictor present study pretest product/service purchase intention questionnaire regression analysis respondent group response bias Second semantic differential scales single-benefit advertisements standardized advertisements Summary 6.5 Table tend Tournal of Advertising type of advertisement U.S. and Japanese Weighted data