Cultural attitude towards print media advertising of controversial products among female consumers in Penang
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Date
2008
Authors
FEREIDOUNI, HASSAN GHOLIPOUR
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Abstract
The present study is trying to identify the differences among female consumers of three
ethnic (Malay, Chinese, and Indian), age groups, education level, and marital status with
respect to attitude towards advertising of female underwear and slimming program. In
addition, another goal of the study is to find out the relationship between Hofstede's
cultural values (Collectivism and Uncertainty Avoidance) and attitude towards
advertising of controversial products. Data were collected through questionnaires from
165 women consumers in Penang Island, Malaysia. Using regression analysis and test of
differences, the study found that Malay women were offended by both mentioned
offensive advertisements. In addition, findings illustrate that there is not any significant
difference among age groups, education levels, and marital status on attitude towards
advertising of controversial products. The findings show that there is a positive
relationship between collectivism and uncertainty avoidance and attitude towards
advertising of controversial product. These results will be helpful for advertisers and
marketers on how to advertise their products in Malaysian market.
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Keywords
Cultural attitude towards print media advertising , of controversial products among female consumers in Penang