Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans

Material TypeArticleLanguageEnglish
TitleScepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans Author(S)Jisu Huh (Author)
Abstract  Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural values (collectivism vs individualism) ...Paginationp147-168
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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