Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats
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This paper provides a brief review of the past research dealing with the feasibility of standardizing advertising on a multinational basis. It offers an analytic framework for dealing with this major problem which incorporates the use of currentattitude measurement techniques available to the advertising manager. The question of whether to standardize advertising on a multinational basis is not a new one to those firms engaged in multinational enterprise. However, the issues raised by the question are just as vital in today's business environment as when they were originally posed. Unfortunately, extreme controversy still exists relative to the appropriate solution to this problem. With regard to this dilemma we find two schools of thought which may be classified as (I) behavioralists and (2) environmentalists. The behavioral school has taken the position that individuals' wants, needs, and motivations are basically the same the world over and, as such, opt for a strategy of standardizationof advertising. This position is reflected in the works by Elinder and Fatt.' Further, this group is not without empirical support, being quick to note the successful use of standardized advertising by such major companies as ESSO (Put a Tiger in Your Tank) and Coca-Cola,2 The environmentalist school has taken a position which is diametrically opposed to that of the behaviorists. Basically, it is their contention that demographic, cultural, and social factors vary so greatly from country to country that they preclude the effective use of standardized advertising. Both Roostal and Ryans have been notable proponents of this position.3
*Dr. Klippel, a member of the Marketing Graduate Faculty, University of Florida, has had extensive academic and business experience and journal contributions. Dr. Boewadt, Assistant Professor of Marketing, University of Florida, has had varied teaching and business experience and is a frequent contributorto marketing literature, including coauthorship of the book, Marketing of Hospitality Services.
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In reviewing the descriptive research noted above, the present authors conclude that both positions have merit; however, neither is sufficiently explanatory for all cases, i.e., situations exist where standardization is more appropriate than the tailor-made approach, and vice versa. As a result, neither school of thought is in a strong position to argue its case on a theoretical basis. Therefore, until such time that a theoretical framework can be established for determining the appropriateness of standardizing advertising on a multinational level, business management will be forced to continue making such decisions on a highly subjective basis. THEORETICAL BASIS FOR AN ANALYTICAL FRAMEWORK Recent cross-cultural studies based on cognitive consistency theory have shown that "people do utilize a number of judgment continua that are related to eac
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