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Immigrant Perceptions of Advertising amid Acculturation Levels, Stress and Motivation

A media studies survey was conducted among university graduate students to study immigrants' attitudes toward advertising under various acculturation conditions. A total of 358 valid responses were collected. The study supported our hypothesis that immigrants have more positive attitudes than Americans do and it also showed that the level of positiveness varies according to different acculturation status. The study also found a larger third-person effect for immigrants than for Americans.

Identiferoai:union.ndltd.org:UMASS/oai:scholarworks.umass.edu:theses-1098
Date01 January 2007
CreatorsLan, Qiao
PublisherScholarWorks@UMass Amherst
Source SetsUniversity of Massachusetts, Amherst
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceMasters Theses 1911 - February 2014

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