THE DETERMINANTS OF CONSUMERS' ATTITUDE TOWARDS ADVERTISING
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BUSINESS 410
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 a certain extent has regulated the content...
THE DETERMINANTS OF CONSUMERS'
The Determinants of Consumers’ ATTITUDE
Attitude Towards
Advertising
TOWARDS ADVERTISING
LES DÉTERMINANTS DE L'ATTITUDE DES
CONSOMMATEURS ENVERS LA PUBLICITÉ
Kwek Choon Ling1
Tan Hoi Piew2
Lau Teck Chai3
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.
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 affecté la formation de l'attitude des consommateurs
envers la publicité. Il est donc crucial d'identifier 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 263 étudiants de premier cycle
d'une université privée en Malaisie ont participé à cette recherche. Le résultat montre
1
Corresponding author, Faculty of Management and Information Technology, UCSI University 1, Jalan Menara
Gading, UCSI Heights, 56000 Kuala Lumpur, Malaysia. E-mail: kwekcl@ucsi.edu.my.
2
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman Lot PT21144, Jalan Sungai Long, Bandar
Sungai Long, Cheras, 43000 Kajang, Selangor, Malaysia E-mail: hptan@utar.edu.my.
3
Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman.Lot PT21144, Jalan Sungai Long,
Bandar Sungai Long, Cheras, 43000 Kajang, Selangor, Malaysia
*Received 17 March 2010; accepted 2 July 2010
114
, Kwek Choon Ling; Tan Hoi Piew; Lau Teck Chai/Canadian Social Science Vol.6 No.4,
2010
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
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 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, 1998; Pollay & Mittal, 1993; Rotzoll, Haefner & 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 a 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 a 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.
Table 1: Total Advertising Expenditure (All Media) In the Year 2007 And 2008
2007 2008
MEDIA ADEX MARKET ADEX MARKET Growth vs 2007
(RM’000) Share (RM’000) Share
Newspapers 3,065,289 56.1% 3,320,832 53.9% 8.3%
Terrestrial TV1 1,799,079 32.9% 2,161,195 35.1% 20.1%
Radio 241,088 4.4% 291,518 4.7% 20.9%
Magazines 166,164 3.0% 156,117 2.5% -6.0%
Outdoor2 108,162 2.0% 95,892 1.6% -11.3%
Point Of Sale 57,855 1.1% 73,935 1.2% 27.8%
Internet3 N/A N/A 32,110 0.5% -
Cinema 26,267 0.5% 27,398 0.5% 4.3%
Total 5,463,904 100.0% 6,158,995 100.0% 12.7%
Source: Nielsen Media Research (NMR) Index Report 2008
115
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