Purpose – The purpose of this paper is to investigate consumer attitudes toward advertising regulation in local contexts. Design/methodology/approach – A survey was carried out of 211 Chinese consumers and 205 US consumers. Findings – It was found that the two samples converge in their...

Purpose – The purpose of this paper is to explore the link between consumer psychology and puffery law in China and the USA, by reporting two empirical studies that investigated whether puff claims had different effects on Chinese and US college students in their perception of advertising...

Purpose – Given that global advertising often originates in the West, this study aimed to investigate whether the same racial cues in advertising had different effects on US and Chinese readers who belonged to the majority group in their own country but occupied varied positions in the global...