S
Sangpil Han
Researcher at Hanyang University
Publications - 18
Citations - 1087
Sangpil Han is an academic researcher from Hanyang University. The author has contributed to research in topics: Advertising research & Advertising campaign. The author has an hindex of 8, co-authored 18 publications receiving 1027 citations.
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Journal ArticleDOI
Persuasion and culture: Advertising appeals in individualistic and collectivistic societies.
Sangpil Han,Sharon Shavitt +1 more
TL;DR: The authors examined the extent to which a core dimension of cultural variability, individualism-collectivism (Hofstede, 1980, 1983; Triandis, 1990), is reflected in the types of persuasive appeals that tend to be used and that tend not to be effective in different countries.
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Attitude functions in advertising: The interactive role of products and self-monitoring
TL;DR: This paper investigated whether differences in the functions of high and low self-monitors' product attitudes will emerge for some product categories but not for others, and found that products constrain the effects of other variables (e.g., personality differences) on attitude functions.
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The portrayal of older people in television advertisements: a cross-cultural content analysis of the United States and South Korea.
TL;DR: A cross-cultural content analysis of prime-time television ads from the United States and South Korea showed that Korean television ads are likely to more positively depict older people than American TV ads are.
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The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship
TL;DR: In this paper, the authors examined whether more favorable sponsorship response occurs as image congruence between a sponsor and the World Cup increases, and whether consumer attributions of a sponsor's motives in sponsoring the world Cup and a sponsor perceived fit in aiding World Cup cheering events.
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Advertising Creativity in Korea
TL;DR: In this article, the authors developed and validated a measure of advertising creativity that is intended for a collectivistic, holistic population, based on a four-factor correlated model comprising originality, considerateness, clarity, and product relevance.