Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University
The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A qua...
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| Main Authors: | , , , |
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| Format: | Proceeding |
| Language: | en |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8621/1/Ernest%20Cyril%20de%20Run.pdf http://ir.unimas.my/id/eprint/8621/ http://www.researchgate.net/publication/258727567_Attitude_towards_Advertising_A_Comparison_between_Marketing_and_Non-marketing_Students_at_a_Private_University |
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| Summary: | The purpose of this study is to determine general attitude towards advertising from the perspective of
marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what
contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by
means of questionnaire based survey was administered at a private university. 217 usable copies, whereby
101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential
analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and
intention towards advertising among marketing and non-marketing students despite dissimilar educational
background. This study therefore articulates the present view of university students about advertising, and its
implication to academia and business. |
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