Abstract
This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis & Kahle, 2003; vonDorn & Akimova, 1998) will suggest the utility of its measurement in global marketing strategy development and, if validated, will provide a key indicator of the levelness of the “playing field” for global advertisers seeking the Russian market. Basically, an understanding of the similarities and asymmetries in advertising across cultures may help to set the agenda for standardizing or customizing advertising appeals (Maheswaran and Shavitt, 2000).