Millennials' attitude toward advertising: an international exploratory study

被引:7
|
作者
Ben Oumlil, A. [1 ]
Balloun, Joseph L. [2 ]
机构
[1] Western Connecticut State Univ, Dept Mkt, Danbury, CT 06810 USA
[2] Mercer Univ, Dept Educ Leadership, Macon, GA 31207 USA
来源
YOUNG CONSUMERS | 2019年 / 21卷 / 01期
关键词
Consumer behavior; Millennials; Attitudes; Advertising; UNITED-STATES; TELEVISION; GENERATION; CONSUMERS; CULTURE; CHINESE; DETERMINANTS; PERCEPTIONS; DIMENSIONS; STRATEGY;
D O I
10.1108/YC-10-2018-0865
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose Researchers emphasized that only a small effort has addressed the beliefs and attitudes of millennials toward advertising. The purpose of this study is also to respond to researchers' recognition of the dearth of cross-national advertising and globalization studies in emerging markets. To fill this theoretical gap in the literature, this study aims to assess attitudinal differences and similarities, as well as the underlying structures of the attitude toward advertising in general (AG), of millennial consumers from developed and emerging markets (USA, UK, France, Spain and Morocco). Design/methodology/approach Data were obtained from millennials through self-administered survey questionnaires. It drew from findings of previous research and theoretical development by Bauer and Greyser, Pollay and Mittal, Sandage and Leckenby, Muehling, Durvasula and Netemeyer, and Andrews, Lysonski and Durvasula. Various statistical analyses were used to explore differences and similarities in AG. Findings The paper concludes that the two-factor solution framework of AG is inadequate. Research results also indicated that millennials from each of the five different countries studied did not indicate overwhelmingly favorable or unfavorable AG. This study found eight factors/constructs (i.e. promote bad things as good, product information, social role and image, hedonism/pleasure, good for the economy, materialism, falsity and "not interpretable") as descriptors of the millennials from the five nations' AG. Research limitations/implications - The differences in advertising beliefs and attitudes among samples in the five countries studied may be because of such factors as historical values, practices and regulations. Cultural values and dimension may influence millennials' perceived AG and need to be taken into consideration. Practical implications - Academicians and practitioners in the advertising field need to appreciate the country's cultural peculiarities. In understanding the advertising preferences of millennial consumers in these five markets, marketing and advertising executives may have localized their advertising messages for each studied market, resulting in different responses fromthese millennial consumers. Originality/value Millennials need not be conceptualized as a single niche market. While the focus of most of research in the determinants of AG had been within the Western business/consumer construct, the goal is to include assessment of AG in a non-Western, emerging market. This paper addresses the dearth in determinants of AG research in North Africa and other emerging markets.
引用
收藏
页码:17 / 34
页数:18
相关论文
共 50 条
  • [21] Generational Research and Advertising to Millennials
    Taylor, Charles R.
    INTERNATIONAL JOURNAL OF ADVERTISING, 2018, 37 (02) : 165 - 167
  • [22] Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising
    Huang, Jinsong
    Su, Song
    Zhou, Liuning
    Liu, Xi
    JOURNAL OF INTERACTIVE MARKETING, 2013, 27 (01) : 36 - 46
  • [23] GOLF PRODUCT ADVERTISING VALUE, ATTITUDE TOWARD ADVERTISING AND BRAND, AND PURCHASE INTENTION
    Lee, Yong-gun
    Byon, Kevin K.
    Ammon, Robin
    Park, Sung-Bae R.
    SOCIAL BEHAVIOR AND PERSONALITY, 2016, 44 (05): : 785 - 800
  • [24] The effect of homosexual imagery in advertising on attitude toward the ad
    Bhat, S
    Leigh, TW
    Wardlow, DL
    JOURNAL OF HOMOSEXUALITY, 1996, 31 (1-2) : 161 - 176
  • [25] A COMPARISON OF THREE INDICES OF ATTITUDE TOWARD RADIO ADVERTISING
    Sayre, Jeanette
    JOURNAL OF APPLIED PSYCHOLOGY, 1939, 23 (01) : 23 - 33
  • [26] Attitude toward advertising through sport: A theoretical framework
    Pyun, Do Young
    James, Jeffrey D.
    SPORT MANAGEMENT REVIEW, 2011, 14 (01) : 33 - 41
  • [27] EXPLORATORY-STUDY OF TEACHER ATTITUDE AND BEHAVIOR TOWARD PARENT EDUCATION AND INVOLVEMENT
    TUDOR, KP
    EDUCATIONAL RESEARCH QUARTERLY, 1977, 2 (03): : 22 - 28
  • [28] Nurses' knowledge and attitude toward people with Alzheimer's disease: An exploratory study
    Aljezawi, Ma'en
    NURSING FORUM, 2021, 56 (04) : 791 - 798
  • [29] Beliefs of and Attitudes toward Political Advertising: An Exploratory Investigation
    Jin, Hyun Seung
    An, Soontae
    Simon, Todd
    PSYCHOLOGY & MARKETING, 2009, 26 (06) : 551 - 568
  • [30] Millennials' Representations Regarding Cohabitation: A Qualitative Exploratory Study
    Silva, Mariana
    Reis, Goncalo
    Brandao, Catarina
    COMPUTER SUPPORTED QUALITATIVE RESEARCH: NEW TRENDS ON QUALITATIVE RESEARCH, 2019, 861 : 170 - 185