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| Author: | Taylor, C.R. Franke, G.R. Maynard, M.L. |
| Title: | Attitudes toward direct marketing and its regulation: a comparison of the United States and Japan |
| Journal: | Journal of Public Policy and Marketing
2000 : FALL, VOL. 19:2, P. 228-237 |
| Index terms: | DIRECT SELLING REGULATIONS JAPAN USA |
| Language: | eng |
| Abstract: | The authors propose that the high-context nature of Japanese communication and the collectivistic nature of Japanese culture have an impact on attitudes toward direct marketing and its regulations. The results of a survey of Japanese and U.S. university students suggest that certain types of direct marketing messages are less effective in Japan than in the United States. |
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