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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...

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Main Authors: Hiram, Ting, Ernest Cyril, de Run
Format: E-Article
Language:English
Published: Asian Journal of Business Research 2015
Subjects:
HM Sociology
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
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spelling my.unimas.ir.86152015-08-19T01:47:28Z http://ir.unimas.my/id/eprint/8615/ Attitude Towards Advertising: A Young Generation Cohort's Perspective Hiram, Ting Ernest Cyril, de Run HM Sociology 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. Asian Journal of Business Research 2015 E-Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/8615/1/Attitude%20Towards%20Advertising%20A%20Young%20Generation%20Cohort%27s%20Perspective%20%28abstract%29.pdf Hiram, Ting and Ernest Cyril, de Run (2015) Attitude Towards Advertising: A Young Generation Cohort's Perspective. Asian Journal of Business Research, 5 (1). ISSN 1178-8933 http://www.researchgate.net/publication/280003946_Attitude_Towards_Advertising_A_Young_Generation_Cohort's_Perspective DOI 10.14707/ajbr.150012
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HM Sociology
spellingShingle HM Sociology
Hiram, Ting
Ernest Cyril, de Run
Attitude Towards Advertising: A Young Generation Cohort's Perspective
description 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.
format E-Article
author Hiram, Ting
Ernest Cyril, de Run
author_facet Hiram, Ting
Ernest Cyril, de Run
author_sort Hiram, Ting
title Attitude Towards Advertising: A Young Generation Cohort's Perspective
title_short Attitude Towards Advertising: A Young Generation Cohort's Perspective
title_full Attitude Towards Advertising: A Young Generation Cohort's Perspective
title_fullStr Attitude Towards Advertising: A Young Generation Cohort's Perspective
title_full_unstemmed Attitude Towards Advertising: A Young Generation Cohort's Perspective
title_sort attitude towards advertising: a young generation cohort's perspective
publisher Asian Journal of Business Research
publishDate 2015
url 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
_version_ 1644510560332546048
score 13.211869

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