The Determinants of Consumers’ Attitude Towards Advertising

Kwek Choon Ling, Tan Hoi Piew, Lau Teck Chai

Abstract


The advertising industry is a lucrative business in Malaysia. However, government intervention in the industry has to certain extent regulated the content of the advertisement messages. This in turn has impacted the formation of consumers’ attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the determinants of consumers’ attitude towards advertising among tertiary students in a private higher education institution in Malaysia. A total of 263 undergraduate business students from a private university in Malaysia participated in this research. The outcome shows that credibility, informative, hedonic/ pleasure and good for economy positively relates to consumers’ attitude towards advertising.Keywords: attitude towards advertising; credibility; informative; hedonic/pleasure; good for economy.

Full Text:

PDF


DOI: http://dx.doi.org/10.3968/j.css.1923669720100604.012

Refbacks

  • There are currently no refbacks.


Copyright (c)



Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Online Submission: http://cscanada.org/index.php/css/submission/wizard

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; office@cscanada.net; ccc@cscanada.net; ccc@cscanada.org

 Articles published in Canadian Social Science are licensed under Creative Commons Attribution 4.0 (CC-BY).

 

Canadian Social Science Editorial Office

Address: 1020 Bouvier Street, Suite 400, Quebec City, Quebec, G2K 0K9, Canada.
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mail:caooc@hotmail.com; office@cscanada.net

Copyright © Canadian Academy of Oriental and Occidental Culture