dc.contributor.advisor | Fullerton, Jami | |
dc.contributor.author | Graham, Kenneth Wilson | |
dc.date.accessioned | 2014-04-16T03:10:09Z | |
dc.date.available | 2014-04-16T03:10:09Z | |
dc.date.issued | 2005-07-01 | |
dc.identifier.uri | https://hdl.handle.net/11244/9708 | |
dc.description.abstract | This study examines the influence of acculturation, language used and model ethnicity on the effectiveness of direct mail advertising to Hispanic consumers, as measured by respondents' emotional response to the ad. An advertising experiment was conducted with a convenience sample of 205 respondents in Tulsa, Oklahoma. The Bidimensional Acculturation Scale for Hispanics (BAS) was used to group respondents into one of three acculturation groups: Low Acculturated, Bicultural, or High Acculturated. Emotional reaction to the advertising stimulus was measured using the Emotional Quotient (EQ) scale and Reaction Profile. Results revealed some significant differences in advertising preferences. Implications and recommendations for future research are discussed. | |
dc.format | application/pdf | |
dc.language | en_US | |
dc.publisher | Oklahoma State University | |
dc.rights | Copyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material. | |
dc.title | Direct Mail Advertising to Hispanics: the Influence of Acculturation on Attitude Toward the Ad | |
dc.type | text | |
dc.contributor.committeeMember | Weir, Tom | |
dc.contributor.committeeMember | Smeyak, Paul | |
osu.filename | Graham_okstate_0664M_1484.pdf | |
osu.college | Arts and Sciences | |
osu.accesstype | Open Access | |
dc.description.department | School of Media and Strategic Communications | |
dc.type.genre | Thesis | |
dc.subject.keywords | hispanic | |
dc.subject.keywords | marketing | |
dc.subject.keywords | direct mail | |
dc.subject.keywords | acculturation | |
dc.subject.keywords | advertising | |