The institution of advertising depends upon customer confidence. From both a managerial and a public policy perspective, it is important that customers have confidence in advertising as a reliable source of information about the marketplace. Here, we explored the cultural factors which affect customer confidence in advertising. Using a sample of sixteen European nations, we tested Hofstede's theory of cross-national values. In particular, we found that Hofstede's dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence.
