這個研究主要是透過廣告中的服裝、舞蹈及音樂比較文化對於台灣及緬甸兩地消費者之影響。研究結果顯示兩國消費者對於廣告的反應差異性相當高。臺灣消費者不喜歡廣告中出現明亮的服裝、舞蹈和熱鬧的音樂，反之對緬甸的消費者則具有較高的吸引力。

　　這項研究不但發現兩地消費者間的差異，同時也發現歷史因素造成緬甸文化深受印度文化之影響。兩地之經濟、科技和文化均不相同，廣告的設計與策略應將其間之差異性納入考量。

　This study provides Culture effects on Elaboration Likelihood model of peripheral route plays in commercials between Taiwan and Myanmar. The persuasion of peripheral cues: costume color, dancing and music influence on attitude towards the advertisement in Taiwan and Myanmar. The results significantly show that the peripheral cues of consumers preferences are vary between Taiwan and Myanmar even both of them are East Asia countries. Taiwanese do not prefer that bright costume, dancing and loud music in commercial while Myanmar prefer bright costume, dancing and loud music in commercial.

　This study found out not only different segment has different preference for commercial combination, but also Myanmar culture is influenced by Indian culture according to historical bonds and colonial period. Economy, technology and cultural alter the preference of commercials from Taiwan and Myanmar. The advertisers should modify or differentiate their advertising strategy due to the consumers’ preference of market segment.

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