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Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia

The purpose of the present study is to understand how Malaysian consumers respond in terms of attitude to advertisement to advertisements using sexual content or nudity. Past studies drew mixed results in terms of favourable and unfavourable response to attitude to advertisement, gender and culture...

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Main Author: Rajesh Kumar, Sodarshan Kumar
Format: Thesis
Language:English
English
Published: 2023
Online Access:http://ur.aeu.edu.my/1128/1/Rajesh%20Kumar.pdf
http://ur.aeu.edu.my/1128/2/Rajesh%20Kumar-1-24.pdf
http://ur.aeu.edu.my/1128/
https://online.fliphtml5.com/sppgg/ylix/
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spelling my-aeu-eprints.11282024-03-18T02:41:02Z http://ur.aeu.edu.my/1128/ Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia Rajesh Kumar, Sodarshan Kumar The purpose of the present study is to understand how Malaysian consumers respond in terms of attitude to advertisement to advertisements using sexual content or nudity. Past studies drew mixed results in terms of favourable and unfavourable response to attitude to advertisement, gender and culture when advertisements used sexual content. Content analysis to advertisement with sexual content or nudity is important to determine to what extent this effects consumer response in terms of attitude to advertisement. If the nudity or sex appeal used evokes positive attitude to advertisement than such use should be adopted. In adopting this approach marketer increase the opportunity in evoking positive attitude that subsequently results in more positive perception of brand and purchase intent. This study examination of factors influencing consumer evalution in terms of attitude to advertisement using sexual content or nudity, by employing three factor theory of emotion or stimulus organism response theory, basic human value theory, evolutionary theory and bioinformational theory. This study employed a quantitative approach to examine consumer response and data was collected via questionnaire survey from working adults living in the Klang Valley. Data analysis was conducted using SPSS software and Smart PLS version 4. According to the study's findings, attitudes towards advertisements and perceived nudity are negatively correlated. Only arousal mediated between perceived nudity and attitude to advertisement while the association between perceived nudity and attitude towards advertisements was not mediated by pleasure. Additionally, gender moderated the paths between perceived nudity and arousal, between perceived nudity and pleasure; between arousal and attitude; and between pleasure and attitude. From the 14 hypothesis developed for this study, a total of 10 hypotheses were supported, resulting in a number of theoretical and practical contributions. 2023 Thesis NonPeerReviewed text en http://ur.aeu.edu.my/1128/1/Rajesh%20Kumar.pdf text en http://ur.aeu.edu.my/1128/2/Rajesh%20Kumar-1-24.pdf Rajesh Kumar, Sodarshan Kumar (2023) Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia. Doctoral thesis, Asia e University. https://online.fliphtml5.com/sppgg/ylix/
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
English
description The purpose of the present study is to understand how Malaysian consumers respond in terms of attitude to advertisement to advertisements using sexual content or nudity. Past studies drew mixed results in terms of favourable and unfavourable response to attitude to advertisement, gender and culture when advertisements used sexual content. Content analysis to advertisement with sexual content or nudity is important to determine to what extent this effects consumer response in terms of attitude to advertisement. If the nudity or sex appeal used evokes positive attitude to advertisement than such use should be adopted. In adopting this approach marketer increase the opportunity in evoking positive attitude that subsequently results in more positive perception of brand and purchase intent. This study examination of factors influencing consumer evalution in terms of attitude to advertisement using sexual content or nudity, by employing three factor theory of emotion or stimulus organism response theory, basic human value theory, evolutionary theory and bioinformational theory. This study employed a quantitative approach to examine consumer response and data was collected via questionnaire survey from working adults living in the Klang Valley. Data analysis was conducted using SPSS software and Smart PLS version 4. According to the study's findings, attitudes towards advertisements and perceived nudity are negatively correlated. Only arousal mediated between perceived nudity and attitude to advertisement while the association between perceived nudity and attitude towards advertisements was not mediated by pleasure. Additionally, gender moderated the paths between perceived nudity and arousal, between perceived nudity and pleasure; between arousal and attitude; and between pleasure and attitude. From the 14 hypothesis developed for this study, a total of 10 hypotheses were supported, resulting in a number of theoretical and practical contributions.
format Thesis
author Rajesh Kumar, Sodarshan Kumar
spellingShingle Rajesh Kumar, Sodarshan Kumar
Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia
author_facet Rajesh Kumar, Sodarshan Kumar
author_sort Rajesh Kumar, Sodarshan Kumar
title Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia
title_short Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia
title_full Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia
title_fullStr Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia
title_full_unstemmed Predictors of Attitude towards Advertisements among Urban Consumers in Malaysia
title_sort predictors of attitude towards advertisements among urban consumers in malaysia
publishDate 2023
url http://ur.aeu.edu.my/1128/1/Rajesh%20Kumar.pdf
http://ur.aeu.edu.my/1128/2/Rajesh%20Kumar-1-24.pdf
http://ur.aeu.edu.my/1128/
https://online.fliphtml5.com/sppgg/ylix/
_version_ 1794644628774846464
score 13.211869

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