Attitude Towards Advertising: A Young Generation Cohort's Perspective
This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of gener...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | E-Article |
| Language: | English |
| Published: |
Asian Journal of Business Research
2015
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8615/1/Attitude%20Towards%20Advertising%20A%20Young%20Generation%20Cohort%27s%20Perspective%20%28abstract%29.pdf http://ir.unimas.my/id/eprint/8615/ http://www.researchgate.net/publication/280003946_Attitude_Towards_Advertising_A_Young_Generation_Cohort's_Perspective |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This study aims to investigate young consumers’ views about advertising from
generation perspective. Specifically, it seeks to scrutinize the effects of both
advertising beliefs and personal values on their attitude towards advertising. As past
studies review little about the implication of generation on advertising attitude in
developing markets, the study looks into the subject matter from the standpoint of a
young generation cohort in Sarawak. Self-administered survey was utilized on the
basis of purposive sampling strategy to sample Neoteric-inheritors (aged 15-21 as of
2013) in the state. 450 copies of questionnaire were distributed, and 384 usable copies
were subsequently collected. Data was analyzed using descriptive analysis and
regressions. The findings show that product information, social role/image, being
good for the economy, not being materialistic and truthfulness have significant effect
on Neoteric-inheritors’ attitude towards advertising. Contrary to past studies, their
advertising attitude is found to be predominantly formed by positive beliefs.
Moreover, only internal value is found to be significant in predicting attitude though
the effect is weak. The study thus provides insights into how young consumers in
developing markets view advertising, and how the understanding of generation
articulates the effect of advertising beliefs and personal values on attitude and
behavioural intention. By understanding the embedded orientations in generation,
knowledge about young consumers’ attitude towards advertising, and advertising
effectiveness can be further enhanced. |
|---|