Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
3-2014
Abstract
As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could there be differences due to some cultural influences? Cross-cultural experimental research is a good first step to try and develop some answers so companies can correctly use existing or new marketing strategies to successfully sell their products in these countries. The experiment followed a two (media: print or web) by two (argument quality: strong or weak) by two (involvement: high or weak), between-subject factorial design. Subjects participated in groups that ranged in size from 23 to 30. Target ads included a brand of personal computer and
orange soda that were not familiar to the subjects tested. Dependent variables included attitude- toward- the- ad, attitude-toward- the- brand, purchase intention, and attitude-toward-the-ad- claim. Preliminary results indicate American subjects have a higher Aad for web ads than for
print ads and a greater Abrand for web ads than for print ads. But this is not the case for their Brazilian and Argentinean counterparts. The ultimate goal of course, is to aide marketers in understanding their customers and to help them sell more products. This experiment may help marketers determine where to put their promotional dollar allocations in several countries or not and in what advertising form.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Kritz, Gary H. and Lozada, Hector R., "Processing Popup Ads and Print Ads: A Comparative Study between American, Brazilian, and Argentinean Consumers" (2014). Association of Marketing Theory and Practice Proceedings 2014. 6.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/6
About the Authors
Gary H. Kritz is an Associate Professor of Marketing and Faculty Fellow of the Institute for International Business at the Stillman School of Business at Seton Hall University. He holds a Ph.D. in Marketing from Indiana University, a Master’s of Business from Indiana University, an MBA in Marketing and Finance from San Jose State University, and a B.A. in Radio-TV-Film and Accounting from Temple University. He has published articles in the Journal of Business and Behavioral Sciences, Marketing Education Review, the Journal of Marketing Development and Competitiveness, the Journal of International Business Research, the Coastal Business Journal, the Journal of College Teaching and Learning, and in several edited books. He has made over 50 presentations in conferences in the U.S. and abroad. His research interests include product trial, advertising, educational issues, international consumer behavior and personality variables. Héctor R. Lozada is Associate Professor of Marketing and Faculty Fellow of the Institute for International Business at the Stillman School of Business at Seton Hall University. He holds a Ph.D. in Marketing from the University of Kentucky, an MBA in Marketing from Xavier University, and a B.S. in Mathematics from the University of Puerto Rico. Dr. Lozada teaches undergraduate and graduate courses in Marketing Research, International Marketing, Consumer Behavior, Marketing Metrics, and Marketing Strategies. He has published over 40 articles published in journals or edited books, and has over 50 presentations in conferences in the U.S. and abroad.