Cross-cultural advertising researchers may be unaware of the mistakes they are making in their studies. This raises serious questions about the studies involved, and the supposed conclusions that can be drawn from the potentially confounded data.

On Friday, Jan. 17, Professor John B. Ford will address these mistakes and suggest possible solutions through his presentation based on his research paper titled “Methodological Mistakes in Cross-Cultural Advertising and Business Studies” as part of the Goodman School of Business Luncheon Speaker Series.

Ford is a professor of marketing at Old Dominion University in Norfolk, Virginia. He studies international strategy, consumer reaction to advertising exposure, cross-cultural marketing research issues and non-profit donor behaviour. Ford has presented seminars in many different countries on global advertising strategy, cultural mistakes and how to correct them, sensitivity to different cultures in the workplace, and what makes people give to charitable organizations. He is the Editor-in-Chief of the Journal of Advertising Research and a Distinguished Fellow of the Academy of Marketing Science.

The Goodman Speaker Series provides an informal opportunity to listen and discuss recent advances in research, teaching and practices with international business colleagues.

His talk will run from 12:30 to 2 p.m. in Sankey Chambers. Goodman faculty, staff and students are invited to attend. Brock community members interested in attending are encouraged to email Jennifer Brisson at jbrisson@brocku.ca to reserve a seat.