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An Empirical Investigation of the Cultural Impact on Consumer Perception and Attitude Towards Advertising

Al-Juhiam, Osama M. (2008) An Empirical Investigation of the Cultural Impact on Consumer Perception and Attitude Towards Advertising. Doctoral thesis, University of Huddersfield.

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      This study examines the cultural impact on consumer perception and attitudes towards
      advertising in Kuwait. A questionnaire was distributed to 520 consumers from three
      different nationalities; Kuwaiti and Arabic, East Asian and Indian, Western consumers
      from Europe, The United States of America (USA) and Canada. Representing three
      different cultures; the Kuwaiti will signify a conservative and social culture, the Eastern
      countries will represent a less conservative and social culture, and the Western element
      will stand for a less conservative and individual culture.

      Moreover, the questionnaire is aimed at answering three main questions. Firstly, what are
      the consumers’ attitudes towards advertising in Kuwait and whether the personal
      characteristics have an affect on consumers’ attitudes towards advertising? The second
      question is, whether the culture will be affected by advertising and whether advertising
      threatens the local culture? The third question tries to evaluate whether people from
      different cultural backgrounds will have different attitudes towards advertising?

      The results have illustrated that consumers in Kuwait, in general, have negative attitudes
      towards advertising. Kuwaiti and Western groups have negative attitudes whilst the
      Eastern contingent has a more positive attitude.

      In addition, the culture has a significant affect in shaping consumers’ attitudes towards
      advertising. This indicates that consumers, even though they received the same advertising in the same environment (Kuwait), still tend to perceive it differently based
      on their cultural background.

      Consumers from less conservative cultures (liberal cultures) hold the belief that
      advertising will not affect the local culture, while consumers from more conservative
      cultures have a negative attitude towards advertising as they trust that it will affect the
      local culture.

      The study indicate that attitude towards advertising cannot be generlaised to a different
      demographic group. It is suggested that education has the least effect on attitudes to
      advertising; however the number of children in the family and the monthly income have
      the strongest effect. Marital status did not occur related to any aspects of attitude.

      Furthermore, the study also indicates that negative attitudes seem to be associated with
      personal characteristics such as being female, under forty-five years of age, having more
      than one child, with limited education (diploma or intermediate), and an income greater
      than 400 Kuwaiti dinar per month.

      Item Type: Thesis (Doctoral)
      Subjects: H Social Sciences > HF Commerce
      H Social Sciences > HE Transportation and Communications
      Schools: The Business School
      Depositing User: Graham Stone
      Date Deposited: 06 Jul 2009 16:33
      Last Modified: 28 Jul 2010 19:40


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