Research in this category typically tries to contrast culturally inspired norms such as gender roles between different countries. (e.g. Gilly, 1988; Tansey, Hyman, Zinkhan and Chowdhury, 1997).
Ethnology inspired research Studies in this category reply on a set of historic and general society values to explain perceived differences in advertising in two or more countries (e.g. Mueller and Caillat, 1996; Wiles, Wiles and Tjernlund, 1996).
Cross-cultural psychology inspired research This type of research aims to provide a somewhat deeper explanation of observed differences in advertising by linking appeals and observations to cultural dimensions, and hence trying to be able to forecast value and appeal differences in various countries (e.g. Albers-Miller and Gelb, 1996).
Zhenyi Li(1999) listed five cultural aspects that hinder the global standardization of brand in the world. There are values, symbols, nonverbal communication, life style, and the country-of-origin. .
Rokeach(1968a) was the first to link value, attitude, and behavior "particularly consumer behavior- to a value-attitude-behavior(VAB) hierarchy.
Schwartz(1992) develops the theory of the universal content and structure of values in order to establish universals in their meanings. If they are not universal, comparisons of value priorities become worthless.
Alber(1994) also attempted to look at the relation between values and advertising. She studied advertising appeals in order to check whether the appeals that were most commonly used in eleven different countries actually related to the values, which were most salient in those cultures in Hofstede's cultural model.
Cheng(1994) paid attention to the cultural content of advertising in China. Cheng and Schweitzer(1996) argued that Chinese advertising was more symbolic, and that there was an assimilation of Eastern and western cultural values in commercials. .
Although these studies represented only a small proportion of the total, they were particularly helpful for the present study.
