A Postura de Jovens Adultos Frente à Publicidade: uma análise multigrupo por etnias

Ting, Hiram; Run, Ernest Cyril de; Thurasamy, Ramayah

doi:10.7819/rbgn.v17i54.1777

RESUMO

Objetivo:

Este estudo tem como objetivo investigar a atitude dos adultos jovens da Malásia em relação à publicidade. Como esse segmento responde a publicidade, e como as diferenças étnicas / culturais moderadas são avaliadas.

Método:

um questionário quantitativo é usado para coletar dados em duas universidades. Técnica de amostragem intencional é adotada para assegurar que a amostra represente a população real. Modelos de equações estruturais (MEE) e análise multi-grupo (AMG) são utilizados na análise.

Resultados:

Os resultados mostram que informações sobre o produto, o hedonismo, e bens para a economia são preditores significativos de atitude em relação à publicidade entre os jovens adultos. Além disso, a falsidade foi considerada significativa entre os chineses, enquanto papel social e o materialismo entre os Dayaks. Nenhuma diferença é observada no efeito de atitude sobre a intenção para a publicidade por etnia. Enquanto a homogeneidade nas crenças de publicidade é assumida em todos os grupos étnicos, os adultos jovens chineses e Dayak são diferentes em algumas de suas crenças de publicidade.

Implicações práticas:

Apesar de o efeito cultural ser bem documentado, os jovens adultos de hoje parecem ter crenças e atitude semelhantes para com a publicidade. Saber o que é compartilhado e o que não é para este segmento é essencial. Por isso, é imperativo para manter o controle de seus valores em comunidades diversificadas para garantir o processo de comunicação eficaz em publicidade.

Palavras-chave:
Publicidade; atitude; crença; cultura; MEE

ABSTRACT

Objective:

This study aims to investigate the attitude of Malaysian young adults towards advertising. How this segment responds to advertising, and how ethnic/cultural differences moderate are assessed.

Design/methodology/approach:

A quantitative questionnaire is used to collect data at two universities. Purposive sampling technique is adopted to ensure the sample represents the actual population. Structural equation modelling (SEM) and multi-group analysis (MGA) are utilized in analysis.

Findings:

The findings show that product information, hedonism, and good for economy are significant predictors of attitude towards advertising among young adults. Additionally, falsity is found to be significant among the Chinese, while social role and materialism among the Dayaks. No difference is observed in the effect of attitude on intention towards advertising by ethnicity. While homogeneity in advertising beliefs is assumed across ethnic groups, the Chinese and Dayak young adults are different in some of their advertising beliefs.

Practical implications:

Despite cultural effect being well-documented, young adults today seem to have similar beliefs and attitude towards advertising. Knowing what is shared and what is not for this segment is essential. Hence, it is imperative to keep track of their values in diversified communities to ensure effective communication process in advertising.

Keywords:
Advertising; attitude; belief; culture; SEM

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

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2
Processo de avaliação: Avaliação Duplo-cego

Datas de Publicação

Publicação nesta coleção
Jan-Mar 2015

Histórico

Recebido
18 Out 2013
Aceito
27 Fev 2015

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior London: Prentice-Hall.

[2] Al-Rodhan, N. R. F. (2006). Definitions of globalization: a comprehensive overview and a proposed definition (GCSP Occasional Papers), Geneva, Geneva Centre for Security Policy - GCSP, Program on the Geopolitical Implications of Globalization and Transnational Security. Retrieved from http://www.sustainablehistory.com/articles/definitions-of-globalization.pdf
» http://www.sustainablehistory.com/articles/definitions-of-globalization.pdf

[3] Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation model. Journal of Academy of Marketing Science, 16(1), 74-94. doi: 10.1007/BF02723327
» https://doi.org/10.1007/BF02723327

[4] Beard, F. K. (2003). College student attitudes toward advertising’s ethical, economic, and social consequences. Journal of Business Ethics, 48(3), 217-228.

[5] Belch, G. E. & Belch, M. A. (2009). Advertising and promotion: an integrated marketing communications perspective (8th ed.). New York: McGraw Hill.

[6] Brackett, L. & Carr, B. (2001). Cyberspace advertising vs. other media: consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.

[7] Brumbaugh, A. M. (2002). Source and nonsource cues in advertising and their effects on the activation of cultural and subcultural knowledge on the route to persuasion. Journal of Consumer Research, 29(2), 258-269.

[8] Bush, A. J., Smith, R., & Martin, C. (1999). The influence of consumer socialization variables on attitude toward advertising: a comparison of african-americans and caucasians. Journal of Advertising, 28(3), 13-24.

[9] Calfee, J. E., & Ringold, J. D. (1994). The 70% majority: enduring consumer beliefs about advertising. Journal of Public Policy and Marketing, 13(2), 228-238.

[10] Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. Marcoulides (Ed.), Modern methods for business research(pp. 295-358). Associates, Mahwah, NJ: Lawrence Erlbaum.

[11] Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modelling approach for measuring interaction effects: results from a monte carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217.

[12] Choo, H., Chung, J.-E., & Pysarchik, D. T. (2004). Antecedents to new food product purchasing behavior among innovator groups in India. European Journal of Marketing, 38(5/6), 608-625.

[13] Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, N. J.: Lawrence Erlbaum Associates.

[14] De Run, E. C. (2007). Constructing ethnic identification variables of malay, chinese and iban. The ICFAI Journal of Marketing and Management, 6(3), 38-52.

[15] De Run, E. C., Butt, M., & Nee, C. Y. (2010). Te inﬂuence of role models on young adults purchase. Jurnal Kemanusiaan, 15, 70-81.

[16] De Run, E. C., & Ting, H. (2013, June). Attitude of marketing and non-marketing students towards advertising. Proceedings of the Global Conference on Business, Economics and Social Sciences, Kuala Lumpur, Malaysia.

[17] Douglas, S. P., & Craig, C. S. (1997). The changing dynamic of consumer behavior: implications for cross-cultural research. International Journal of Research in Marketing, 14(4), 379-395.

[18] Drake, L. E. (1994). Cultural determinacy in negotiation East Lansing, MI: Michigan State University.

[19] Ducoffe, R. (1996). Advertising value and advertising on the web. Journal of Advertising Research , 36(5), 21-35.

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[21] Eze, U. C., & Lee, C. H. (2012). Consumers’ attitude towards advertising. International Journal of Business and Management, 7(13), 94-108.

[22] Farley, J. U., Lehmann, D. R., & Ryan, M. J. (1981). Generalizing from ‘imperfect replication’. Journal of Business, 54(4), 597-610.

[23] Feldman, J. (1999). Back-to-school buying guide. Money, 28(9), 165-168.

[24] Fornell, C., & Cha, J. (1994). Partial least squares. In R. P. Bagozzi (Ed.), Advanced methods of marketing research (pp. 52-78). Cambridge, England: Blackwell.

[25] Gefen, D., Straub, D. & Boudreau, M. (2000). Structural equation modeling techniques and regression: guidelines for research practice. Communications of the Association for Information Systems, 7(7), 1-78.

[26] Goodenough, W. H. (1971). Culture, language and society Reading, MA: Addison-Wesley.

[27] Grant, I. C., & Waite, K. (2003). Following the yellow brick road: young adults’ experiences of the information super-highway.Qualitative Market Research: An International Journal, 6(1), 48-57.

[28] Ha, H.-Y., John, J., Janda, S., & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing , 45(4), 673-691.

[29] Haenlein, M., & Kapttlan, A. M. (2004). A beginner’s guide to partial least squares analysis. Understanding Statistics, 3(4), 283-297.

[30] Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.

[31] Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.

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[35] Holbrook, M. B., & Schindler, R. M. (1989). Some exploratory findings on the development of musical tastes. Journal of Consumer Research , 16(1), 119-124.

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[39] Kwek, C. L., Tan, H. P., & Lau, T. C. (2010). The determinants of consumers’ attitude towards advertising. Canadian Social Science, 6(4), 114-126.

[40] La Ferle, C., Edwards, S., & Lee, W. (2008). Culture, attitudes, and media patterns in China, Taiwan, and the U.S. balancing standardization and localization decisions. Journal of Global Marketing, 21(3), 191-205.

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[44] Lutz, R. J. (1985). Affective and cognitive antecedents of attitude towards ad: a conceptual framework. In L. F. Alwitt, & A. A. Mitchell (Eds.), Psychological processes and advertising effects(pp. 45-63). Hillsdale, NJ: Lawrence Erlbaum.

[45] Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72.

[46] Mehta, A., & Purvis, S. C. (1995). When attitudes towards advertising in general influence advertising success. Proceedings of the Conference of the American Academy of Advertising, Norfolk, Virginia.

[47] Mittal, B. (1994). Public Assessment of TV advertising: faint praise and harsh criticism. Journal of Advertising Research , 34(1), 35-53.

[48] Mokhlis, S. (2009). An Investigation of consumer decision-making styles of young-adults in Malaysia. International Journal of Business and Management , 4(4), 140-148.

[49] Moschis, G. P. (1987). Consumer socialization: a life cycle perspective Lexington, MA: Lexington Books.

[50] Munusamy, J., & Wong, C. H. (2007). Attitude towards advertising among students at private higher learning institutions in selangor. Unitar E-journal, 3(1), 31-51.

[51] Netemeyer, R. G., & Bearden, W. O. (1992). A comparative analysis of two models of behavioral intention. Journal of the Academy of Marketing Science , 20(1), 49-59.

[52] Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.

[53] O’Donohoe, S. (1995). Attitudes to advertising: a review of british and american research. InternationalJournal of Advertising, 14(3), 245-261.

[54] Oliver, R. L., & Bearden, W. O. (1985). Crossover effects in the theory of reasoned action: a moderating influence attempt. Journal of Consumer Research , 12(3), 324-340.

[55] Pollay, R. W., & Mittal, B. (1993). Here’s the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57(3), 99-114.

[56] Purosothuman, N. P. (2008). Key determinants of virtual store acceptance among the malaysians consumers (Master dissertation).Faculty Business and Accountancy, University of Malaya, Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malásia.

[57] Ramaprasad, J. (1994). Personalized interactions and generalized beliefs about advertising: the case of Malaysian students. Proceedings of the Conference of the American Academy of Advertising , Athens, Georgia.

[58] Ramaprasad, J., & Thurwanger, M. L. (1998). South Asian students attitudes toward and beliefs about advertising: measuring across cultures. Proceedings of the AEJMC Annual Conference, Baltimore,Maryland.

[59] Rashid, M. Z. A., & Sidin, S. M. (1987). The structure of students’ attitudes towards advertising. Proceedings of the Southeast Asia Conference of the Academy of International Business, Kuala Lumpur, Malásia.

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