According to research by Han and Shavitt (1994), what are the cultural differences in the kinds of attitudes people hold about the same consumer product?
A) People in Asian cultures are more receptive to ads for utilitarian products.
B) People in Asian cultures are less consumer-oriented than are people in the United States.
C) Ads that focus on individuality and self-improvement work better in Western cultures than in Asian cultures.
D) Ads that focus on emotions and values work better in Asian cultures than in the United States.

Question

Quizplus · Accepted Answer

Han and Shavitt's (1994) research found that ads emphasizing individuality and self-improvement tend to be more effective in Western cultures compared to Asian cultures. This is attributed to the cultural emphasis on individualism in the West versus collectivism in many Asian societies.

According to Research by Han and Shavitt (1994), What Are