Information Source and Advertising Content Preferences of American and Japanese Youth

Jyotika Ramaprasad, Kazumi Hasegawa

Research output: Contribution to journalArticlepeer-review


This study compared American and Japanese youth preferences for information sources and advertising content within the context of their respective cultures’ relationship and communication values. It found larger parental involvement and smaller media use for Japanese students. In an interesting reversal from cultural expectations, Japanese students ranked advertising as the most important information source and family as considerably less important, while American students did the opposite. Friends, not family, were the important interpersonal information source for the Japanese. Japanese consumers of the ‘90s may be ‘holonic': able to be both individualistic and in harmony with groups important to them. The Japanese youth preferences for advertising contentindirect, symbolic, visual, emotional, with infrequent brand identificationwere more in line with expectations.

Original languageEnglish (US)
Pages (from-to)104-116
Number of pages13
JournalAsian Journal of Communication
Issue number2
StatePublished - Jan 1993
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Education


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