期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2012
卷号：1
期号：02
页码：77-94
出版社：Society for Business Research Promotion
摘要：For the past five decades, advertising has been a subject of business marketing success as well as been considered an ethical issue in the society. In most cases, this trade-off effect is subtle and beneficial for marketing practitioners and advertisers. In contrast, advertising is seen as a discipline with social and cultural repercussions in the eyes of humanity scholars and some of the general public (Pollay and Mittal 1993; Sandage and Leckenby 1980). These contradicting opinions are believed to have an impact on consumers’ overall attitudes towards advertising. Although studies on attitudes to advertising have been researched and reported on extensively throughout the world, there is still a relative lack of reference to the Southeast Asia context: specifically in Malaysia. This study was conducted to explore the antecedents to the formation of attitudes towards advertising and to examine the comparison between Malaysians and non-Malaysians’ attitudes toward advertising. This study is a quantitative survey based on a sample of 425 respondents, 255 are non-Malaysian (60%) and 170 are Malaysian (40%). Data were collected between April and June 2009 in Malaysia. Non-Malaysians, who were approached, based on quota sampling methods and based on international tourist arrival statistics (2007). All Malaysian respondents were also approached using mall-intercept techniques (de Brewer and Haydam, 1997; Sudman, 2000). Based on extensive and rigorous literature reviewing, instrument design and subsequent pilot testing and testing this study confirms that attitudes toward advertising can be predicted using four main variables namely: (i) attitude toward the institution of advertising, (ii) attitude toward the instruments of advertising, (iii) hedonic/pleasure and (iv) product information. While the authors found substantial evidence that all respondents are positive about advertising, there were differences between Malaysian and non-Malaysian respondents in four dimensions (i) attitudes toward the institution of advertising, (ii) attitude toward the instrument of advertising, (iii) social role/image and (iv) falsity/ no sense. The implications of the study focus on consumer rights and complaints management; and the limitations of the study are also discussed. Full Text
