Russian Advertising Attitudes: Reassessing the Two-Factor Model

This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis & Kahle, 2003; vonDorn & Akimova, 1998) will suggest the utility of its measurement in global marketing strategy development and, if validated, will provide a key indicator of the levelness of the "playing field" for global advertisers seeking the Russian market. Basically, an understanding of the similarities and asymmetries in advertising across cultures may help to set the agenda for standardizing or customizing advertising appeals (Maheswaran and Shavitt, 2000). More specifically, the study provides a longitudinal coordinate, which builds on the two-factor attitude toward advertising framework that was utilized to measure Russian orientations (Andrews, Durvasula, & Netemeyer, 1994). Thus, it provides insights as to where Russia has gone with respect to attitudes about advertising and the way that it is conceptualized. It also provides insights into the advertising orientation of subgroups within Russia. The lack of such applications is a major limitation of two-factor attitudinal studies of advertising as all work has involved student area populations supportive of commerce and advertising. Recent research on the two-factory model also suggests the efficacy of subgroup analysis due to the revealed within-country differences found among subjects (Durvasula, Netemeyer, Andrews, & Lysonski, 2006). [PUBLICATION ABSTRACT]