Cultural attitude towards print media advertising of controversial products among female consumers in Penang
| dc.contributor.author | FEREIDOUNI, HASSAN GHOLIPOUR | |
| dc.date.accessioned | 2016-08-03T04:00:34Z | |
| dc.date.available | 2016-08-03T04:00:34Z | |
| dc.date.issued | 2008 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2375 | |
| dc.subject | Cultural attitude towards print media advertising | en_US |
| dc.subject | of controversial products among female consumers in Penang | en_US |
| dc.title | Cultural attitude towards print media advertising of controversial products among female consumers in Penang | en_US |
| dc.type | Thesis | en_US |
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