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Immigrant Perceptions of Advertising amid Acculturation Levels, Stress and Motivation
Document Type: Open Access
Degree Program
Communication
Degree Type
Master of Arts (M.A.)
Year Degree Awarded
2007
Month Degree Awarded
September
Primary Subject Category
Mass media
Secondary Subject Category
Communication
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.
Recommended Citation
Lan, Qiao, "Immigrant Perceptions of Advertising amid Acculturation Levels, Stress and Motivation" (2007). Masters Theses. Paper 63.
http://scholarworks.umass.edu/theses/63
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