Faculty and Graduate Students dominate 2004 AAA Conference
Texas Advertising had an impressive presence at this year's 2004 American Academy of Advertising conference with more than 30 papers, presentations, and panel participations. In addition, Dr. Wei Na Lee and Dr. Sejung Marina Choi received Research Fellowship Awards for their proposal: A Cross-Cultural Investigation of Horizontal and Vertical Individualism and Collectivism: From Advertising Content to Consumer Response."
The focus of their research will address the ideas of individualism versus collectivism and how, as the basic tenets of cultural dimensions, individualism and collectivism help illuminate and explain differences between cultures. Their research hopes to answer three key questions: (1) To what extent are the four cultural orientations reflected in advertising appeals in television commercials from two diametrically different cultures? (2) Does a culture identified as one type of cultural orientation respond more positively to ads using the corresponding type of appeal than to other types of appeals? And, (3) Is there a congruence between an individual's cultural orientation and his or her response toward different types of advertising appeals?
As many marketers head global, understanding similarities and differences between cultures is the key to the success of today's global business. Even if consumer trends and tastes seem to converge globally, these commonalities may exist only on the surface while core values may remain different across cultures. The proposed study will help international marketers understand differences in cultural orientations between and within cultures and will aid advertising professionals in determining advertising effectiveness in a cross-cultural environment.
Dr. Lee remarks, "Cross-cultural research has always been a key area in my research. I find it fascinating to study and understand how individuals in various cultures think, feel and behave. Given that we now live in a global community, as advertising researchers we have the obligation to understand the similarities and differences in individuals' attitudes and behaviors both within and between cultures. I consider the Research Fellowship Award from the American Academy of Advertising an acknowledgement of the value of this research. Dr. Choi and I have already started some preliminary work for this research. Like all cross-cultural research, there are always challenges along the way-some anticipated while others unexpected. It looks like Dr. Choi and I will have a lot of fun working on the project together."
In addition Dr. Choi also received an award with Nora Rifon for "Effects of Congruence and Corporate Reputation on Consumer response to Sponsorships". Choi states, "In today's business, as many companies struggle with their image due to account scandals or other misdeeds, it becomes more important to remedy corporate image or reputation and recapture consumer trust. Among various marketing communications strategies, cause-related marketing and sponsorship have received increasing attention as a way to fulfill a company's societal obligations and enhance its image or reputation. I am honored to receive this award because it reflects the recognition of the importance of the topic and our research by the academic community. This also adds to our motivation to pursue the long-range research program in this area."
The follow is a list of participants at the 2004 AAA Conference.
Presentations
Preconference meeting
Interactivity in Interactive Media
Terry Daugherty (University of Texas at Austin)
Social Aspects of Interactive Media
Dongyoung Sohn (University of Texas at Austin)
Issues related to internet trust
David Schumann (University of Tennessee)
Sabrina Neeley (Miami University of Ohio)
Pat Stout (University of Texas at Austin)
Conference
An Examination of the Exploratory Styles of Advertising Creatives and Students
Gracieli Scremin (University of Texas at Austin)
A Cross-Media Study of Audience Choice: The Influence of Media Attitudes on Individual Selection of "Media Repertoires"
Elizabeth Gigi Taylor (Texas State University - San Marcos)
Wei-Na Lee (University of Texas at Austin)
Processing of Animation in Online Banner Advertising: The Role of Cognitive and Emotional Responses
Chan Yun Yoo (University of Texas at Austin)
Kihan Kim (University of Texas at Austin)
Patricia A. Stout (University of Texas at Austin)
Can Companies Sell Products without Product Information?: The Effects of Online Source Credibility and Interactivity of the Web Site
Hyojin Kim (University of Texas at Austin)
Sejung Marina Choi (University of Texas at Austin)
Brand Associations and Preferences: The Role of Causally Central Associations
Joonhyung Jee (University of Texas at Austin)
Dongyoung Sohn (University of Texas at Austin)
Wei-Na Lee (University of Texas at Austin)
Pharmaceutical Web Site: An Examination of Characteristics and Credibility
Wei-Na Lee (University of Texas at Austin)
Sejung Marina Choi (University of Texas at Austin)
The Power of Suggestion: The Nature of Persuasion of DTC Advertising for Antidepressants
Patricia A. Stout (University of Texas at Austin)
Kihan Kim (University of Texas at Austin)
Interactive Effects of Social Structure, Information Framing and Quality on Online Information Transmission among Consumers
Dongyoung Sohn (University of Texas at Austin)
John D. Leckenby (University of Texas at Austin)
Gay Male Audiences' Responses to Gay Stereotypes in Advertising
Wan-Hsiu Tsai (University of Texas at Austin)
Wei-Na Lee (University of Texas at Austin)
Convergence Across American and Korean Young Adults: Socialization Variables Indicate the Verdict is Still Out
Sejung Marina Choi (The University of Texas at Austin)
Carrie La Ferle (Michigan State University)
SEM versus Regression for Modeling of Attitude Toward the Internet Retailer
Yunjae Cheong (University of Texas at Austin)
John D. Leckenby (University of Texas at Austin)
Trends In Research On Web Advertising
Chan You Yoo (University of Texas at Austin)
Patricia A. Stout (University of Texas at Austin)
Session Chairs, Moderators and Panelists
Preconference
Interactive media (session moderator)
John Leckenby (University of Texas)
Conference
Creative considerations (session chair)
W. Glenn Griffin (University of Texas at Austin)
Responses of the Ad Industry and Ad Education to the Fast-growing Asian-American Market (panelists)
Jerry Gibbons (American Association of Advertising Agencies)
Jon Yasuda (Asian-American Advertising Federation)
Vicky Wong (Dae Advertising)
Wei-Na Lee (University of Texas at Austin)
Kartik Pashupati (Florida State University)
Special Topics: Direct-to-Consumer Pharmaceutical Advertising: How is it Working? (session co-chairs)Wei-Na Lee (University of Texas at Austin)
Patricia A. Stout (University of Texas at Austin)
Special Topics: Where Does the Advertising Program Fit Today and Where Should It Reside in the Future? Issues for Advertising Faculty and Program Development (panelists)
Billy I. Ross (Texas Tech University)
Thomas R. Duncan (University of Denver)
James A. Karrh (University of Arkansas-Little Rock)
Jef I. Richards (University of Texas at Austin)
Clarke L. Caywood (Northwestern University)
Interactivity On - and Off-line (session chair)
Jef I. Richards (University of Texas at Austin)
4/21/2004