The impact of uncertainty avoidance on advertising effectiveness

被引：0
|
作者：
Udgedara, Rajapaksa Mudiyanselage [1 ]
Udagedara, Susantha [1 ]
机构：
[1] Univ Kelaniya, Kelaniya, Sri Lanka
来源：
Proceedings of the 3rd International Conference on Innovation & Management, Vols 1 and 2 | 2006年
关键词：
uncertainty avoidance; advertising appeals; culture;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The paper investigates how the degree of uncertainty avoidance of the society influences the advertising effectiveness. The study shows that consumers in low uncertainty avoidance societies indicate high persuasion effect for the high uncertainty reflecting ads an, consumers in high uncertainty avoidance societies indicate high persuasion effect for the low uncertainty reflecting ads.
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页码：825 / 829
页数：5
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