Masters Theses

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Title:
Immigrant Perceptions of Advertising amid Acculturation Levels, Stress and Motivation

Author(s):
Qiao Lan

Degree Program: Communication
Degree Type: Master of Arts (M.A.)
Month Degree Awarded: September

Primary Subject Category: Mass media
Keywords: immigrants, attitudes toward advertising, acculturation, the third-person effect

Advisor(s) or Committee Chair:
Morgan, Michael
Scharrer, Erica

Abstract:
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.