The Perception of Warning Signs at Different Cultures

Yener Girisken (), E. Eser Telci, Esra Arikan and Efstathios Kefallonitis
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Yener Girisken: Istanbul Bilgi University
E. Eser Telci: Istanbul Bilgi University
Esra Arikan: Istanbul Bilgi University
Efstathios Kefallonitis: Oswego State University of New York

A chapter in Strategic Innovative Marketing, 2017, pp 253-258 from Springer

Abstract: Abstract An identical warning sign may lead to different effects on the individuals from different cultures. This study aims to reveal the differences between the effects of warning signs on the cigaratte packages on UK and Turkish consumers. If the warning signs can be optimized in accordance with the perceptions of different consumers in different cultures, they may become more influential and more discouraging. In order to understand the participants’ perceptions, not only their replies on the surveys but also their reaction time to each variable were analyzed.

Keywords: Culture; Advertising; Decision-making; Decision science; Experimental design (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_32

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DOI: 10.1007/978-3-319-33865-1_32

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