Turkish college students’ attitudes towards money

This research was carried out with 300 Turkish college students in Ankara in order to investigate attitudes to money. The questionnaire was given to subjects from three different universities. The data were analysed by using explanatory variables, including gender, age and family type. Findings indicated that college students’ money attitudes relating to the past and future were linked to selected demographics, especially gender and age variables. The results of this study are important to the understanding of financial behaviour of college students and to enable professionals in the field of family and consumer sciences to be more effective in their advice and teaching.     

A comparison of attitudes towards Internet advertising among lifestyle segments in Taiwan

As the Internet gradually diffuses throughout more sectors in society many advertisers have begun to consider the diversity in various aspects of consumer behaviour among Internet users. As Internet users' attitudes towards Internet advertising are found to influence their brand attitudes and purchase intentions, the study can contribute to the design and assessment of Internet advertising. The study identified potential lifestyle segments among Internet users and examined the relationships between lifestyle segments and their attitudes towards Internet advertising. This study surveyed 700 Internet users and employed a lifestyle segmentation approach for categorizing consumers into three distinct lifestyle groups: ‘experiencers’, ‘traditionalists’ and ‘self‐indulgents’. Statistical analyses pointed out that all three groups differed from one another in several demographic characteristics. Moreover, the lifestyle clusters were found partly to predict Internet users' attitudes towards Internet advertising. The findings of the present study provide justifications for marketers to treat Internet users as a heterogeneous group. Furthermore, advertising researchers should be aware of the diversity of the Internet population in order to assess the effectiveness of Internet advertising better.     

Exploring South African consumers’ attitudes towards game meat—Utilizing a multi‐attribute attitude model

The study explored the use of a multi‐attribute approach, Fishbein’s attitude‐towards‐the‐object model, in finding the differences between the attitudes of consumers and nonconsumers of game meat among South African respondents towards the following attributes of game meat: sensory characteristics; health benefits; game meat production ethics; animal welfare; safety for human consumption; availability; and price. This quantitative study determined the attitudes of 1,096 consumers and 310 nonconsumers of game meat with an online survey. Based on attitudes towards individual attributes, as determined by Fishbein’s attitude‐towards‐the‐object model, respondents classified some product attributes as important in their decision to consume, or not to consume, game meat. Respondents indicated that the availability, sensory characteristics, game meat production ethics and health benefits are considered to be important in their decision to consume game meat.     

Determining perceptions,attitudes and behaviour towards social network site advertising in a three-country context

ABSTRACT

Regardless of the growth in social media and social network advertising (SNA), little theoretical and empirical knowledge exists on the differences between countries, and the perceptions and attitudes towards social network advertising. The purpose of the study is to investigate the relationships between users’ perceptions (personal and societal), their attitudes and their behaviour towards Facebook advertising, across three countries, as well as the moderating role of privacy and general advertising attitudes. Online surveys were administered and a convenience sampling resulted in 1,166 respondents. Structural equation modelling was used to test the proposed model.

The research indicates that the social support theory shows promise for examining the perceptions and attitudes towards SNA. Furthermore, the validity of the conceptual model is confirmed in all three countries; however, the strength of these relationships differs. Additionally, it is evident that consumers’ culture influences the role of privacy and trust in SNA perceptions.     

Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.     

Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge,concern and attitude

This study investigates the influence of three cognitive and attitudinal factors on gender differences in green purchase behaviour. Using a large sample size (n = 1093), a survey has been developed and administered across Egypt. The findings from the multivariate analysis of variance (MANOVA) confirm the influence of consumers’ ecological knowledge, concern and attitude on gender differences in green purchase behaviour. Consistent with previous studies, this study found that women appeared to be less aware of environmental issues compared with men. However, contrary to other studies conducted in the West, men showed more environmental concern and more positive outlook towards green purchase compared with women. The study discusses how the present findings may help policy makers and marketers alike to fine‐tune their environmental and marketing programmes.     

Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness

Abstract

Sexual appeals grab attention and elicit emotional responses, yet the existing literature surrounding this area of research has yielded inconsistent findings with regard to their ability to influence consumer liking and preference. Little attention has also been given to investigating sexual appeals beyond the scope of the effects of gratuitous sexual stimuli (nudity), and as such, most of what is known about sexual appeal advertising is centred on the effects of nudity alone. The current study examines sexual-stimuli intensity (explicit vs. mild) in print advertising and assesses its influence on advertising effectiveness and how this varies by gender for Australian consumers. An experiment is conducted as a test of the hypothesised relationships, with findings indicating that the level of sexual-stimuli intensity in print advertising is more effective in influencing consumers’ attitudinal and behavioural responses when depicted at a mild intensity level than at an explicit intensity level. These findings offer important insights for marketers in the design and configuration of sexual appeals used in advertising to maximise the effectiveness of ads to achieve favourable consumer behaviour outcomes.     

Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to employing celebrities as Creative Directors. Study 1 demonstrates celebrity Creative Directors, as opposed to merely endorsers, result in increased attitudes toward the advertisement; an effect mediated by consumer perceptions of celebrity expertize and attenuated by skepticism toward advertising. Study 2 further investigates this phenomenon by considering whether it is the title of Creative Director that results in increased attitudes toward the advertisement or if consumers need to be made aware of the responsibilities associated with such a role. Results from Study 2 suggest that merely bestowing a celebrity with the title of Creative Director is not sufficient to enhance attitudes, the duties performed by the celebrity Creative Director must be made explicit.     

A longitudinal examination of negative political advertising and advertisement attitudes: a North American example

This study examined the cognitive and affective components of advertisement attitudes towards positive and negative political advertising. Simulated advertisements for two US presidential campaigns conducted eight years apart were given to student samples at two state universities. The results indicated that, while overall attitudes had not changed, when examining sponsor‐positive advertisements and opponent‐negative advertisements separately the components of advertisement attitudes had changed over the eight‐year time span, particularly for female subjects.     

An Investigation of Egyptian Consumers’ Attitudes Toward Ethical Issues in Advertising

This article investigates Egyptian consumers’ attitudes toward ethical issues in advertising held by a sample of 306 participants. The subjects completed a 20-item instrument originally designed to measure respondents’ attitudes toward controversial issues in advertising. The study validates the scale in an Arab non-Western context. The results revealed that Egyptian consumers have negative attitudes toward ethical issues in advertising. There are significant differences between males’ and females’ perceptions of ethics in advertising. Finally, the study detects a significant difference between Muslims and non-Muslims in Egypt regarding their attitudes toward ethical issues in advertising. These results lend strong support to the adaptation hypothesis and suggest that ads produced in one country cannot be standardized or directly translated for use in another, particularly if they are different culturally.     

Consumers' awareness,acceptance and attitudes towards functional foods in Turkey

The aim of the present study was to investigate consumers' awareness, acceptance and attitudes towards functional foods in Turkey. Eight hundred and eight people participated in this study: aged between 20 and 80 years, 38.5% were male and 61.5% were female. Participants were given a questionnaire and were asked to fill it in by themselves to minimize the influence of the interviewer. Results indicated that socio‐demographic characteristics such as age, education level and income level are important indicators of consumers' awareness and consumption of functional food. The results show that the female respondents were 2.987 times more aware of functional food than the male respondents. Similarly, the likelihood of respondents having awareness of functional food was 1.431 times greater among those who had a higher educational level than among those with a lower educational level. Consumers who used vitamin supplements were 1.228 times more aware of functional food than other consumers. The results show that older respondents were 3.395 times more aware of functional food than younger respondents. Respondents with a history of familial diseases were more likely than others to have consumed margarine with plant sterol, fruit juices fortified with vitamin C, and breakfast cereals fortified with vitamins and minerals. Those with a diet‐related problem were more likely to have consumed cholesterol‐lowering products than those without a problem. As a conclusion, this study has shown that socio‐demographic characteristics such as age, education and income levels, and prices are important indicators that influence consumers' awareness and consumption of functional food. These results suggest that this type of knowledge could affect consumers' interest in functional foods, and therefore educational strategies might be necessary to encourage the consumption of functional foods.     

Investigating consumers’ green values and food‐related behaviours in Turkey

This study sets out to examine the influence of consumers’ green values on food‐related behaviours. Data were collected from a random sample of 385 consumers in Izmir, Turkey via face‐to‐face interviews. Factor analysis was conducted to identify the underlying dimensions that capture the meaning of green values, which affect shopping, cooking and eating behaviours of consumers. A composite variable that represents consumers’ perception of green values was created to classify consumers into two segments labelled: Negative perceivers (37.7%) and positive perceivers (62.3%). The results indicated that the positive perceivers tended to have healthier and environmentally friendly food consumption behaviours than the negative perceivers. Gender, age, education, marital status, body mass index, regular exercise and smoking were significant for differentiating between the segments. We intend to construct value‐based intervention programmes that are easy to implement, non‐mandatory and cost‐effective for the negative perceivers.     

An investigation of the influence of cinema environment on advertising effectiveness

Many advertisers are looking to cinema advertising as a nontraditional medium to reach consumers. Although several scholars have examined the effectiveness of this advertising vehicle, there is a dearth of empirically grounded research on how to improve such effectiveness. This study, based on the reactance and the equity theories, is probably the first academic project investigating how to manipulate an advertising environment in a real movie theatre to maximize advertising effectiveness. Results indicated that audiences in a distractive environment held a more positive attitude toward cinema advertising in general, but those in a restrictive environment were more likely to remember the advertised brands. In addition, the provision of ticket price information improved audiences’ acceptance of cinema advertising, but did not enhance recall. Moreover, the influence of ambient scent emitted into the atmosphere in a cinema room on ad recall dissipated when movie viewers became accustomed to such stimuli. Based on these findings, theoretical discussions and recommendations for practising managers were made.     

Political issues in advertising polysemy: the case of gay window advertising

This study draws on minority consumers’ interpretations of purposefully polysemic commercials to explore political issues in the consumption of advertising, and highlights the sociopolitical role of niche-targeted advertising as a powerful cultural institution in informing and defining identities. The study focusses on how lesbian, gay male, and bisexual consumers make sense of gay-oriented, yet strategically polysemic, gay window commercials. Findings suggest that participants understood these messages through the lens of their unique subcultural sensitivity and in relation to their closeted experience and consciousness of marginalization. The political meanings of niche-targeted advertising are accentuated as these minority consumers negotiate the cultural tensions of their subcultural identity and their struggle between seeking subcultural validation and seeking mainstream assimilation.     

‘Hello,Mrs. Sarah Jones! We recommend this product!’Consumers' perceptions about personalized advertising: comparisons across advertisements delivered via three different types of media

As new technologies (e.g. online, mobile and interactive TV) develop worldwide, numerous types of personalized advertising, in which companies use an individual's name and/or other types of personal information, have become more popular in many countries. Using many types of information about specific individuals, personalized advertising is designed to convey a customized message at the right time to the right person using diverse media. However, despite its universally increased use, few academic studies have explored the effectiveness of personalized advertising and consumers' response to it. This exploratory study focused on consumers' perceptions of personalized advertising delivered online (e‐mail) and offline (letter and telephone call). The results show that consumers generally have negative perceptions of personalized advertising, regardless of how it is delivered, with the strongest negative reaction to telephone calls.     

I do not own a car any more: An analysis of possessions’ disposal and changes in consumers’ identities

This research aims to understand the process of cars' disposal, its context, its influences and its impacts on the meanings for consumers and their identities, as well as the new behaviours of these consumers when living without their car(s). We conducted, analysed and interpreted 20 in‐depth interviews with consumers that had previously owned at least one car and had no financial reasons for disposing of their car(s), but had decided to do it, and started to live without them, adopting alternative methods of transportation. Our findings show that these consumers faced a complicated process regarding the disposal of their car(s) but, due to the changes in their circumstances, they re‐signified relevant concepts that were connected to the ownership of a car: Their perception of freedom, comfort, safety and status changed during and after the disposal of their car(s). We also noticed that there were implications in terms of changes in their attitudes and behaviour as both citizens and consumers. As a contribution to the literature, our findings indicate that the re‐signifying of concepts related to possession of the object as well as changes in attitudes and behaviours that consumers undergo in the postdisposal stage, must be included in the model proposed for evaluating consumer behaviour in product disposal.     

Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea

This study examined factors (e.g., ad values and social networking advertising characteristics) influencing consumers' attitudes and behavioural intention towards three types of social networking advertising (SNA) on Facebook – home page ad, social impression ad, and organic impression ad. Findings demonstrate that peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA. The significant interaction term of invasiveness and privacy concern indicates that both attitude and behavioural intention were diminished, particularly when perceived invasiveness and privacy concern were high simultaneously. In addition, results suggest that attitudes towards the ad played a mediating role between SNA characteristics and behavioural intention. Lastly, among the types of SNA, consumers preferred organic impression ads that featured friends' names on their newsfeed more than paid ads located on the sidebar of their Facebook pages.     

Exploring antecedents of attitudes and skepticism towards pharmaceutical advertising and inter-attitudinal and inter-skepticism consistency on three levels: an international study

Abstract

Given the increasing relevance of over-the-counter (OTC) drugs to individuals’ health and well-being, this study explores whether selected health variables, as well as consumers’ attitudes and skepticism towards advertising in general, influence their attitudes and skepticism towards pharmaceutical advertising. It extends previous research by building on the theory of inter-attitudinal consistency, examining how three different levels of attitudes and skepticism are interrelated. A field study was conducted on three continents (727 subjects; non-student sample). Results reveal that consumer attitudes and skepticism towards advertising in general, influence attitudes and skepticism towards pharmaceutical advertising in particular, which positively impact the attitudes and skepticism towards four different ad appeal types. The study extends the theory of inter-attitudinal consistency to inter-skepticism consistency. Results further indicate that attitudes and skepticism towards advertising in general can be considered as key antecedents, but that several additional health-related factors also influence consumers’ attitudes and skepticism towards pharmaceutical advertising. Moreover, attitudes and skepticism towards advertising in general, towards pharmaceutical advertising, as well as towards specific pharmaceutical ads, are negatively related. Reasons explaining these results are addressed, as are study limitations and implications for future research.     

Variations in the contractual terms of cooperative advertising contracts: An empirical investigation

Cooperative advertising arrangements between manufacturers and resellers contain two principal components in their payment schedules: a participation rate and an accrual rate. We analyze 2,156 cooperative advertising plans to see how they vary across consumer and industrial products, as well as between convenience and nonconvenience consumer products. We also study how participation and accrual rates vary by the level of manufacturer concentration across product categories. We find that both participation and accrual rates are higher for consumer products than for industrial products and within consumer products are higher for convenience products than for nonconvenience products. We find mixed results for the effect of manufacturer concentration on these rates. We discuss how these results are consistent with existing perspectives on cooperative advertising.     

Culture,cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC

Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.