Assessing the Cross-national Applicability of Consumer Behavior Models: A Model of Attitude toward Advertising in General

Abstract

Examining the cross-national applicability of consumer behavior constructs and models is becoming increasingly more important. In this study, procedures for testing the cross-national applicability of models are illustrated. Specifically, the authors specify a model of attitude toward advertising in general and test its cross-national applicability with data from the United States, New Zealand, Denmark, Greece, and India. The results suggest that the relationships proposed in the model are applicable and similar in strength across the five countries.