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The determinants of consumers x27 attitude towards advertising

CANAD AN SOC AL SC ENCE Vol No pp - ISSN - www cscanada net www cscanada org The Determinants of Consumers ? Attitude Towards Advertising LES DÉTERMINANTS DE L'ATTITUDE DES CONSOMMATEURS ENVERS LA PUBLICITÉ 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 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 Résumé La publicité est une industrie lucrative en Malaisie Toutefois l'intervention gouvernementale dans l'industrie a réglementé le contenu des messages publicitaires dans une certaine mesure Cela a a ?ecté la formation de l'attitude des consommateurs envers la publicité Il est donc crucial d'identi ?er les déterminants de leur attitude L'objectif de cette recherche est d'étudier les déterminants de l'attitude des consommateurs envers la publicité auprès des étudiants dans un établissement d'enseignement supérieur privé en Malaisie Un total de étudiants de premier cycle d'une université privée en Malaisie ont participé à cette recherche Le résultat montre Corresponding author Faculty of Management and Information Technology UCSI University Jalan Menara Gading UCSI Heights Kuala Lumpur Malaysia E-mail kwekcl ucsi edu my Faculty of Accountancy and Management Universiti Tunku Abdul Rahman Lot PT Jalan Sungai Long Bandar Sungai Long Cheras Kajang Selangor Malaysia E-mail hptan utar edu my Faculty of Accountancy and Management Universiti Tunku Abdul Rahman Lot PT Jalan Sungai Long Bandar Sungai Long Cheras Kajang Selangor Malaysia Received March accepted July CKwek Choon Ling Tan Hoi Piew Lau Teck Chai Canadian Social Science Vol No que l'attitude des consommateurs est plutôt positifve envers une publicité crédible informative hédonique et favorable pour l'économie Mots-clés attitude envers la publicité crédibilité informatif hédonique plaisir favorable pour l'économie INTRODUCTION The advertising industry worldwide is experiencing tremendous changes Munusamy and Wong argue that advertising has become one of the important elements in our modern life Government intervention in the advertising industry to a 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 Pollay Mittal Rotzoll Haefner Sandage Wills Ryans The purpose of this research therefore is to evaluate the determinants of consumers ? attitude towards advertising LITERATURE REVIEW Advertising Industry in Malaysia The advertising industry is a lucrative business in Malaysia According to the Nielsen Media Research the total advertising expenditure in Malaysia reached RM billion in the ?rst