Consumers’ Attitude towards Advertising

Abstract

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

Anteseden Consumers’ Atittude Terhadap Advertising Di Kota Batam

“…Informasi produk pada iklan dapat mendidik konsumen atau masyarakat untuk memahami manfaat dan fitur produk. Selain itu, informasi produk juga menjelaskan bagaimana sebuah produk diproduksi, informasi terkait harga dan kesamaan dan komparabilitas terhadap pesaing (Eze & Lee, 2012).…”

“…Adanya hubungan kuat dan positif antara informative dan consumer' attitude towards advertising juga ditemukan oleh beberapa penelitian (Usman et al, 2010;Bamoriya & Singh, 2011;Kwek, Tan & Lau (2010); Eze & Lee 2012;Lo et al, 2014;El-Ashmawy & El-Sahn, 2014;Liu & Jang, 2011;Waldt, Rebello, & Brown, 2009;Haider, 2014;Saeed et al, 2013;Blanco, Blasco, & Azorín, 2010;Ting & De Run, 2015;Zabadi, Shura, & Elsayed, 2012;Zedan & Salem, 2016). Oleh itu diajukan hipotesis sebagai berikut: H2: Informative dalam sebuah iklan berpengaruh positif dan signifikan pada consumers' attitude towards advertising.…”

“…Disarankan untuk penelitian selanjutnya agar menambah variabel yang dapat digunakan, misalnya consumer manipulation, product information, economic condition, social integration, dan materialism (Eze & Lee, 2012).…”

A Postura de Jovens Adultos Frente à Publicidade: uma análise multigrupo por etnias

“…Não obstante o papel predominante desempenhado pela etnia, o desenvolvimento meteórico e a utilização de dispositivos tecnológicos e seu impacto sobre os consumidores -especialmente os adultos jovens -não podem ser ignorados (Eze & Lee, 2012;Waller & Fam, 2000). Acredita-se que este fenômeno tenha causado trocas cada vez mais frequentes de recursos nacionais e culturais (Al-Rodhan, 2006), intensificando, assim, a interação humana e a conformidade.…”

Trying to Buy a New Product: What Does Advertising Do Nowadays?

“…Brand equity itself is a consumer perception about the product quality and it can also simultaneously form consumer intention to buy (Brady et al 2008). Advertising is also believed to increase buyers' response rate towards products offered by a particular company and reminds the consumer about its advantages (Eze and Lee, 2012). Consumers form their affective and cognitive aspects as a result of advertising exposure (Schiffman and Kanuk, 2010, pp.…”