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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/773

Title: Examining the relationship between demographic variables, personal values and attitudes towards various aspects of advertising: a comparative study between Vietnamese and Malaysian consumers
Authors: Nguyen, Thai Hang
Keywords: Demographic variables
Consumers - Vietnamese- Malaysian
Personal values
Issue Date: Apr-2008
Publisher: University of Malaya
Abstract: This research examines the relationship between personal values and attitudes towards advertising in general, attitudes towards sex and humor appeals in advertising in particular across two countries, namely Vietnam and Malaysia. A survey using the self-administered questionnaires asking about people’s personal values based on Rokeach scale of 36 items and their attitudes about advertising in general and sex/ humor appeals in advertising in particular were used. Sample was chosen from both Vietnam and Malaysia with their demographic factors to verify whether there is a relationship between demographic factors and people’s attitudes towards advertising in general and towards sex/ humor appeals in particular. Shopping mall intercepts and door-to-door techniques were used to collect the data. Literature has shown that the link between personal values and attitudes towards sex/humor appeals being addressed before by Rustogi, Hensel and Burgers (1996) whereby they compared between the US and Indian consumers. They found that the same personal values influence a given advertising appeal, at times they do so in opposite directions. As such they concluded that the time for global standardized advertising has not arrived. The link between demographic variables and attitudes towards advertising in general has been also addressed before by Shavitt, S., Lowtry, P., Haefner, J. (1998) whose findings were several reliable demographic differences in terms of sex, age, educational level, personal income level, and ethnicity accounted for differences in attitudes towards advertising. Males, younger consumers, persons with less education and income, and nonwhites generally reported more favorable advertising attitudes than others did. Only few researches have addressed the link between demographic variables and consumption behaviors among which McCarty and Shrum (1993) have found that certain demographic characteristics have significant effects on television-viewing behaviors. Andaleeb (1994) examined the relationships between several demographic factors like gender, age, income level, education level and attitudes towards hospital advertising but found only education level was related to consumer dispositions toward hospital advertising. This research’s findings have established the links between personal values and attitudes towards advertising in general and attitudes towards sex and humor appeals in advertising. People with certain personal value dimensions tend to have certain attitudes towards one out of four dimensions of attitudes toward advertising in general and toward sex and humor appeals in advertising in particular. The links between demographic characteristics and attitudes towards advertising were also found significant to a certain extent. However these two above-mentioned linkages did not work in the same way when compared between Vietnam and Malaysia. People from Vietnam and Malaysia are found significantly different in their attitudes towards advertising, meaning international advertisers should not underestimate the effects of cultural impact on the targeted audience when implementing advertising campaign. The research’s findings have highlighted practical implications for international advertisers, so that they can understand consumer’s mindset towards advertising in general and towards sex and humor appeals in particular in the context of Malaysia and Vietnam. It also helps business decision maker to better understand its customers, especially in today’s world of booming advertisement industry, as such they are able to streamline their advertising strategies, not to overdo nor underestimate its effects on customers.
Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.
URI: http://dspace.fsktm.um.edu.my/handle/1812/773
Appears in Collections:Masters Dissertations : MBA

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