The Moderating Role of Gender and Compulsive Buying Tendencies in the Cultivation Effects of TV Show and TV Advertising: A Cross Cultural Study Between the United States and South Korea
作者： Hyokjin Kwak , George M. Zinkhan , Joseph R. Dominick
DOI: 10.1207/S1532785XMEP0401_04
关键词:
摘要: Cultivation effect has been one of the dominant theories in mass communication studies to explain impact television contents on viewers. Using cross-cultural samples from United States (n = 298) and South Korea 1,136), we investigated two major research themes: (a) direct shows (i.e., dramas movies) advertising audience's perceived "fear crime" "materialistic society," (b) resonance (moderating) role gender compulsive buying tendency cultivation effects. structural equation modeling, found evidence effects both cultures. The results also suggest that ads viewers' fear crime perceptions a materialistic society are stronger for females than males Finally, tendencies be moderator between ...
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