Consumers' Attitude towards Advertising

By Uchenna Cyril Eze, Chai Har Lee. 2012

90 citations recorded by the source corpus.

Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape ofthe business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. Thispaper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework toexamine the influence of six independent variables namely consumer manipulation, product information,hedonic/pleasure, economic condition, social integration, and materialism on consumers’ attitude towardsadvertising. Participants were selected from the southern region of Malaysia. The data were collected throughpersonal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses weresupported. Consumer manipulation emerged negative, which is consistent with past findings. These findingswould enable practitioners to be more consumer-sensitive to ensure that the advertising campaigns are properlyconceived to avoid adverse effects on a firm’s performance. The findings would also benefit consumers ingaining additional understanding on the roles of social networks in persuading specific purchase. This paper alsocontributes contextual literature on the perspectives of consumers’ in Malaysia.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/fc3158a3a59e343a02d3db344b1dc7292f4655ae