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Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada

Association of Marketing Theory and Practice Proceedings 2014

As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …