Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University

Ernest Cyril, de Run and Hiram, Ting and Jee, Teck Weng and Sally, Lau Yin Choo (2013) Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University. In: 5th Asia Pacific Marketing and Management Conference (APMMC), 2013, 20-22 November, Hilton Kuching Hotel, Kuching, Malaysia. (Unpublished)

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Abstract

The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by means of questionnaire based survey was administered at a private university. 217 usable copies, whereby 101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and intention towards advertising among marketing and non-marketing students despite dissimilar educational background. This study therefore articulates the present view of university students about advertising, and its implication to academia and business.

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