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Access Type

Open Access

Document Type


Degree Program


Degree Type

Master of Arts (M.A.)

Year Degree Awarded

January 2007

Month Degree Awarded



immigrants, attitudes toward advertising, acculturation, the third-person effect


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.


First Advisor

Michael Morgan

Second Advisor

Erica Scharrer