ATTITUDE TOWARDS ADVERTISING AMONG STUDENTS AT PRIVATE HIGHER LEARNING INSTITUTIONS IN SELANGOR
Jayaraman Munusamy Universiti of Tun Abdul Razak, Malaysia firstname.lastname@example.org
Wong Chee Hoo See Hua Marketing Sdn.Bhd., Malaysia
The aim of this study is to determine whether the seven belief factors namely Product Information, Hedonic, Consumer Benefit, Consumer Manipulation, Values Corruption, Good for Economy and Economic Role have any significant effect on students’ attitudes towards advertising. This study was conducted on students from seven private higher learning institutions in the State of Selangor, Malaysia. A simple random sampling technique and self- administered questionnaires were used to collect data. The regression analyses were employed to explore the relationship between belief factors and the attitudes towards advertising. The results revealed that there is a strong positive relationship between the belief factors and attitudes towards advertising. The study recommends that advertisements that are informational about sales and availability of latest products should be the main message of advertisers if they were to target students. The message should enhance the value of Good for Economy, which promotes healthy competition among sellers and better quality products in the market. In addition, the advertisements at the same time also need to be fun, exciting and enjoyable for the audience. These findings have made a significant contribution towards theory development in the area of advertising in the Malaysian context. KEY WORDS: Attitude towards advertising, Malaysian students, Belief about advertising
Advertising is an important element of modern life. In spite of its rapid growth in recent years (Shavitt, Lowrey, and Haefner, 1998), the advertising industry has been concerned with improving its tarnished public image (Mittal, 1994). Attitude towards advertising has been extensively researched...