The Determinants of Consumers' Attitude towards Advertising/LES DÉTERMINANTS DE L'ATTITUDE DES CONSOMMATEURS ENVERS LA PUBLICITÉ
Bibliographic record
Abstract
Abstract: The advertising industry is 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 private higher education institution in Malaysia. A total of 263 undergraduate business students from 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 Resume: La publicite est une industrie lucrative en Malaisie. Toutefois, l'intervention gouvernementale dans l'industrie reglemente le contenu des messages publicitaires dans une certaine mesure. Cela affecte la formation de l'attitude des consommateurs envers la publicite. Il est donc crucial d'identifier les determinants de leur attitude. L'objectif de cette recherche est d'etudier les determinants de l'attitude des consommateurs envers la publicite aupres des etudiants dans un etablissement d'enseignement superieur prive en Malaisie. Un total de 263 etudiants de premier cycle d'une universite privee en Malaisie ont participe cette recherche. Le resultat montre que l'attitude des consommateurs est plutot positifve envers une publicite credible, informative, hedonique et favorable pour l'economie. Mots-cles: attitude envers la publicite, credibilite, informatif, hedonique/plaisir, favorable pour l'economie 1. INTRODUCTION The advertising industry worldwide is experiencing tremendous changes. Munusamy and Wong (2007) argue that advertising has become one of the important elements in our modern life. Government intervention in the advertising industry to certain extent has regulated the content of the advertisement message, and subsequently this created certain impacts on the formation of consumers' attitude towards advertising (Calfee & Ringold, 1998; Pollay & Mittel, 1993; Rotzoll, Haefher Sc Sandage, 1986; Wills & Ryans, 1982). The purpose of this research, therefore, is to evaluate the determinants of consumers' attitude towards advertising. 2. LITERATURE REVIEW 2.1 Advertising Industry in Malaysia The advertising industry is lucrative business in Malaysia. According to the Nielsen Media Research, the total advertising expenditure in Malaysia reached RM2.39 billion in the first half of the year 2007, and the industry continues to show steady growth with 9% increase from the RM2.2 billion for the same period in year 2006 (The Report Malaysia, 2008). In addition, advertising expenditure has increased by 76% since year 2000, with cinema, radio and point-of-sale advertising experiencing triple-digit growth over this period (The Report Malaysia, 2008). Traditionally big advertising spenders in Malaysia include telecommunication and fast-moving consumer goods companies (The Report Malaysia, 2008). Table 1 illustrates the total advertising expenditure for all media in Malaysia for the year 2007 and 2008. However the industry is highly regulated by the Malaysian Communication & Multimedia Content Code (MCMCC, retrieved on 15 May 2009). Due to the heavy regulated nature of this business, it is crucial to evaluate the determinants of consumers' attitude towards advertising to discover what the antecedents that would affect consumers' preference are. 2.2 Consumers' Attitude towards Advertising Fishbein (1967, p. 53) defines attitude as a learned predisposition of human beings. As part of learned predisposition human behaviour, Kotler (2000) further elaborates attitude as an individual personal evaluation, emotional feeling attached and action tendency toward some objects or ideas. …
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.004 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.007 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".