Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach
Dianoux Christian, Linhart Zdeněk, Vnoučková Lucie
Klíčová slova
attitude toward advertising, attitude toward advertising in general, hard and soft sell, religion, Germany,
Ukraine, USA
Abstrakt:
The paper examines based on international research the differences between results of studies
focused on consumers’ attitude toward advertising. The aim of this paper is to show that it is
possible to find situations where the influence of attitudes towards specific ads in general (ASG)
on attitudes toward advertising (Aad) can be observed and also it is possible to find no influence
of attitudes toward ads in general (AG) on Aad. The paper shows that the problem comes from
the definition of AG. The experiments described in this paper detect attitudinal differences
toward advertising in general among studied nations depending on the type of advertising. The
research encompasses respondents from three countries with different economic and cultural
backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative
survey and experiment among university students. The results show that the concept of AG
is in some cases too broad. Differences between AG were confirmed between Ukraine and
other countries. The respondents from Germany are according to AG more pessimistic and the
respondents from the USA are more optimistic. This disparity was explained by a significant
difference in Orthodox and Atheist religion compared to the other religions.
Celý článek ke stažení:
Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach [PDF soubor] [Velikost souboru: 1000.28 KB]
10.7441/joc.2014.01.06
Dianoux Ch., Linhart Z., Vnoučková L. (2014).
Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness, 6 (1), 87-103 https://doi.org/10.7441/joc.2014.01.06
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