Examining the Dimensionality in Global Attitudes Toward Advertising: A Comparison of Perceptions of Chinese and United States Consumers

The present study compares the dimensionality of consumer attitudes in China and the United States. Specifically, attitudes towards advertising in general were compared with advertising as an institution and advertising as an instrument. A two-study approach was used to address the research questions. Specifically, study one included three focus groups of 8-10 respondents. Study two included a self-report survey instrument with 209 U.S. and 315 Chinese consumers for a total of 524 respondents. Mean comparisons between the U.S. and Chinese consumers were conducted. Regression of general attitudes on institutional and instrumental attitudes were also performed. Results of the study show generally negative attitudes towards advertising in general and advertising as an institution with Chinese attitudes being significantly more negative. Attitudes towards advertising as an instrument were neutral in both samples, though differences in specific items were noted. Specifically, Chinese respondents valued advertising trustworthiness; whereas, U.S. respondents gravitated toward authenticity.