Consumer Attitudes Toward Advertising in the Digital Age: A China–United States Comparative Study

Abstract

Contextualized in the regulatory differences between China and the United States, this study surveyed Chinese and U.S. consumers on their beliefs and attitudes toward advertising. It found that the two samples shared considerable similarities in their beliefs and attitudes, as well as some differences. The data suggest the possibility that when advertising reaches a certain threshold of development and becomes ubiquitous in people's life, consumers, regardless of their cultural background, invariably acquire a less favorable view of advertising.