Attitude of Marketing and Non-marketing Students towards Advertising

Ernest Cyril, de Run and Hiram, Ting (2013) Attitude of Marketing and Non-marketing Students towards Advertising. In: Global Conference on Business, Economics and Social Sciences, 06/2013, Kuala Lumpur, Malaysia.

Attitude of Marketing and Non-marketing Students towards Advertising (abstract).pdf

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The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs of students towards advertising are investigated so as to determine what contributes to attitude and behavioral intention. This allows similarities and differences between the two groups of students to be examined. Quantitative approach by means of questionnaire based survey was administered at a government university. 388 usable copies, 191 were from marketing students and 197 copies non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that both groups believe that advertising provides information, pleasure, and is good for economy. They also believe this social phenomenon is causing the society to become more materialistic. However the beliefs pertaining to its image role, hedonic aspect and value to society are what set them apart, with marketing students having stronger responses. As a result attitude and behavioral intention of marketing students towards advertising are also significantly different from non-marketing students. This study therefore articulates students’ present view about advertising, and implication as to how marketing and non-marketing students respond to advertising.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Advertising, attitude, belief, intention, marketing, university student, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > HM Sociology
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 19 Aug 2015 06:20
Last Modified: 19 Aug 2015 06:20

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