... produce more valid cross‐cultural measures of communication‐based phenomena. Design/methodology/approach Measures of Hall's concept of context were developed using three types of response scales – Likert, semantic differential, and conceptual metaphoric. The last response scale type is developed...

...Beichen Liang; Rodney C. Runyan; Wei Fu Purpose The purpose of this study is to examine whether the context of ad pictures differs between Chinese ads and US ads and whether it can influence consumers' ad attitudes. Design/methodology/approach An ad content analysis and a laboratory experiment...