Wei-Na Lee

Country-of-Origin Effects on Consumer Product Evaluation and Purchase Intention: The Role of Objective Versus Subjective Knowledge

ABSTRACT This study examines the effects of country-of-origin (COO) cues on product evaluation and purchase intention by considering the role of product knowledge. This research also examines how and to what extent objective and subjective knowledge affect consumers’ information processing when COO cues are present. It was found that consumers with high product knowledge were less likely to be influenced by COO cues in their product evaluation than those with low product knowledge. Also, consumers with high objective knowledge would be less likely to rely on COO cues in their product evaluation. However, there was no significant relationship between COO cues and consumers’ subjective knowledge. Implications and suggestions for future research in this area are provided.

The Role of Involvement in Country-of-Origin Effects on Product Evaluation

Abstract Past research on country-of-origin (COO) effects has largely focused on the general effects of the phenomena, with little attention to differences in individual factors and decision content. This study seeks to understand under what conditions COO is effective. In particular, this study investigates how situational and enduring involvement impact on the processing of product information containing COO cues. Results from this study suggest that situational involvement moderates the effect of COO cue on product evaluation. More importantly, situational involvement as a moderator is qualified when individuals are high in enduring involvement. Findings from this study support the notion that pre-existing level of enduring involvement tends to magnify the effect of situational involvement.

Culture, Attitudes, and Media Patterns in China, Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

ABSTRACT A study was undertaken to examine cultural orientations, attitudes toward advertising, and media use patterns across China, Taiwan, and the United States. China and Taiwan share similar cultural backgrounds, yet their economies and advertising industries have evolved quite differently due to different social and political settings. The United States was included to provide a point of comparison. Understanding media patterns, cultural orientations, and attitudes can help better ascertain the potential for using standardized strategies by international advertisers across different markets. Industry and consumer trends in evolving markets can also be monitored. Consumers in China and Taiwan were found to be more similar than different. For example, consumers in both markets were less individualistic and more collectivistic than their counterparts in the U.S. They also exhibited more favorable attitudes toward advertising than American consumers. Furthermore, Chinese and Taiwanese respondents spent significantly more time with print media than American respondents. Implications of the findings for balancing standardization and localization decisions are discussed.

Can English Language Media Connect with Ethnic Audiences? Ethnic Minorities' Media Use and Representation Perceptions

ABSTRACT With the size of ethnic minority groups expanding and their disposable income increasing, the consumption landscape and media environment are constantly evolving. It is important for advertisers to understand how ethnic minority group members feel about being targeted by current multicultural marketing communication practices and if English language media for the general market are still a good way to reach these consumers. Past research has often employed a content analysis technique to gauge instances of ethnic minority representation in advertising. However, a void exists in the literature with respect to examining how ethnic minorities actually feel about tactics and messages directed at them. Therefore a cross-cultural survey of adults in three ethnic groups in the United States was carried out to examine these attitudes and also to assess current media use patterns. The results suggest that English broadcast media are still a good way to reach people across the various groups. The study further reveals that attitudes toward the frequency and accuracy of these groups as portrayed in advertisements are somewhat different from the negative viewpoints historically found in the literature. In fact, the results suggest that todays advertisements are not considered inadequate or inaccurate by many and that efforts toward targeting ethnic minorities are potentially welcomed. However, a bi-modal distribution across several representation issues indicates that advertisers must still be cautious in the minds of some ethnic minority consumers. Implications for advertisers and media planners are discussed as well as suggestions for future research.

Advertising education in China: what do the professionals think?

A study was undertaken to examine how Chinese advertising professionals perceive issues surrounding advertising education. Participants were solicited from advertising agencies in the cities of Beijing and Hangzhou. The findings indicate that Chinese advertising professionals hold a positive attitude towards advertising education and strongly believe that more undergraduate and graduate advertising programmes are needed in China. Degrees from advertising education programmes abroad were also seen in a favourable light and were thought to lead to faster raises and promotions. The results also established an initial picture of the individual and agency demographics of todays Chinese advertising professionals. The implications for Chinese and Western advertising education programmes are discussed.

Why Do We Indulge? Exploring Motivations for Binge Watching

This study explored an expanded definition and motivations for binge-watching behavior. In addition to the number of episodes, the amount of time, frequency, and engagement in binge-watched programs were considered for the binge-watching definition. Study findings revealed that over half of the respondents of this study were light binge viewers. In addition, among a total of seven motivations identified in literature, only the entertainment motivation is a significant predictor of binge watching for those with a low level of binge watching, while both passing time and entertainment were found to be significant predictors for those with a high level of binge watching.