1. HOW YOUNG ADULTS PERCEIVE ADVERTISING:
A COMPARATIVE STUDY OF THREE ETHNIC GROUPS
APMMC 2013
Hiram Ting & Ernest Cyril de Run
Universiti Malaysia Sarawak,
94300 Kota Samarahan,
Sarawak, Malaysia.
2. Introduction
•
Advertising by nature is a socio-cultural phenomenon (Wang & Sun, 2010).
While it is commonly known to play a key role in economic development,
it also stimulates societal activities, and affects even the manner people live
(Pollay & Mittal, 1993; Wang, et al., 2009).
•
Given the rapid development of internet and digital technology, younger
generations are becoming more exposed to advertisement than those who
were of the same age a decade ago (Purosothuman, 2008; Tai, 2007).
•
This study is aimed to investigate the attitude of young adults towards
advertising in the contemporary setting. As culture is embedded in
ethnicity, how young adults from different ethnic groups perceive
advertising will be looked into respectively.
Universiti Malaysia Sarawak (UNIMAS)
3. Literature Review
Attitude towards Advertising
• For many years, the topic of attitude towards advertising has received
substantial attention in the marketing literature (Ha, et al., 2011; MacKenzie &
Lutz, 1989; Mehta, 2000; Mittal, 1994; O'Donohoe, 1995). Attitude towards
advertising is largely known as “a learned predisposition to respond in a
consistently favourable or unfavourable manner to advertising in general”
(Lutz, 1985, p. 16).
•
In order to articulate the formation of attitude towards advertising, past studies
have also delved into its antecedents in order to assess their relationships. One
of the most recognized variables found in earlier empirical studies is the beliefs
about advertising. They are described as specific statements about the attributes
of objects (Brackett & Carr, 2001; Ducoffe, 1996; Pollay & Mittal, 1993;
Wang, et al., 2009), and are able to provide explanation to attitude towards
advertising.
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4. Literature Review (cont.)
Theoretical Consideration
• As such the theory of reasoned action (TRA) developed by Fishbein and Azjen
(1980) is adapted to provide a theoretical basis to assess beliefs and attitude
towards advertising.
•
Despite having various compositions of beliefs about advertising in earlier
studies, the seven-factor belief model by Pollay and Mittal (1993) is regarded
as one of the most comprehensive works (Korgaonkar, et al., 2001; Munusamy
& Wong, 2007; Ramaprasad & Thurwanger, 1998). Hence it is adopted to
decompose behavioral belief and explain attitude in TRA.
Universiti Malaysia Sarawak (UNIMAS)
5. Literature Review (cont.)
Culture and Ethnicity
• Culture reveals group-wide patterns of human thoughts and relations (Drake,
1994; Lau, et al., 2001; Legoh´erel, et al., 2009). Hall (1976) defined it as “the
way of life of people, for the sum of their learned behavioural patterns,
attitudes, and material things” (p. 20).
•
Ethnicity, in turn, involves a common cultural heritage, a sense of
belongingness that is passed from one generation to another (Renzetti &
Curran, 1998). As ethnicity is a dominant embodiment of culture (Usunier,
2000), it is apparent that the beliefs, attitudes and behaviours of individuals are
very much dependent upon the ethnic groups that they belong to (Legoh´erel,
et al., 2009).
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6. Research Framework
Product Information
Social Image/Role
Pleasure/Hedonism
Good for Economy
Materialism
Falsity/No Sense
Corrupting Value
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Attitude towards
Advertising
7. Research Problem
•
Notwithstanding the profound effect of culture, the meteoric rise and use of
technological products especially among the young adults, and its impact on
them cannot be overlooked (Eze & Lee, 2012; Waller & Fam, 2000). This
phenomenon is believed to have increased worldwide exchanges of national
and cultural resources (Al-Rodhan, 2006), thus intensifying human interaction
and conformity.
•
Despite having marketing-related studies using ethnic groups in Sarawak as
samples under study (De Run, 2007; Ting & De Run, 2012b; Ting, et al.,
2012), little is known about the influence of culture on attitude of young adults
towards advertising.
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8. Hypotheses Development
•
H1: Beliefs about advertising among the young adults across three ethnic
groups will be significantly different.
•
H2: Attitude towards advertising among the young adults across three ethnic
groups will be significantly different.
•
H3: The effect of beliefs about advertising on attitude towards advertising
among the young adults across three ethnic groups will be different.
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9. Methodology
•
One specific group of young-adult population in Malaysia is university
students (De Run, et al., 2010; Mokhlis, 2009). Students from Universiti
Malaysia Sarawak (UNIMAS) and Swinburne University of Technology
Sarawak (SUTS) constituted the population of the study.
•
Purposive and snowball sampling approaches were used.
•
A total of 400 copies were distributed on the two campuses concurrently, and
316 usable copies were later collected.
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11. Findings (cont.)
Mean and Reliability Values by Ethnicity
Factor
It
Information
3
Social Role
Overall
M
S.D.
Iban
Chinese
M
M
S.D.
α
M
S.D.
5.52 1.03
5.48
1.00
5.48 1.04
5.62 1.07
79.6
3
4.81 1.21
4.86 f
1.34
4.54 1.03
5.04 1.19
78.3
Hedonism
3
4.97 1.16
5.01
1.17
4.89
1.11
5.03 1.19
72.9
Economy
3
4.92 1.15
4.89
1.23
4.78 1.10
5.10 1.07
79.5
MaterialismR 4
3.29 1.39
3.23
1.53
3.31 1.27
3.36 1.35
86.4
FalsityR
3
3.47 1.35
3.42
1.39
3.54 1.37
3.46 1.29
84.6
CorruptionR
2
3.57 1.30
3.51
1.28
3.62 1.32
3.60 1.31
78.8
Attitude
3
4.92 0.93
4.90
0.95
4.86 0.88
5.02 0.96
73.6
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S.D.
Malay
12. Findings (cont.)
Differences in Belief and Attitude towards Advertising by Ethnicity
Factor
Iban (Mean)
Chinese (Mean)
Malay (Mean)
F value
Information
5.48
5.48
5.62
0.622
Social Role
4.86
4.54a
5.04b
4.491*
Hedonism
5.01
4.89
5.03
0.464
Economy
4.89
4.78
5.10
1.972
MaterialismR
3.23
3.31
3.36
0.228
FalsityR
3.42
3.54
3.46
0.193
CorruptionR
3.51
3.62
3.60
0.248
Attitude
4.90
4.86
5.02
0.708
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13. Findings (cont.)
Effect of Belief on Attitude towards Advertising by Ethnicity
Factor
Information
Social Role
Hedonism
Economy
MaterialismR
FalsityR
CorruptionR
F value
R2
Adjusted R2
Iban (Beta)
0.091
0.174*
0.235**
0.294**
0.278**
-0.003
0.038
11.613
0.425
0.388
Attitude
Chinese (Beta)
0.429**
0.000
0.106
0.201*
-0.081
0.294**
0.123
13.329
0.490
0.454
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Malay (Beta)
0.300**
-0.021
0.219*
0.278**
-0.056
0.059
0.013
9.107
0.429
0.382
14. Discussions
•
The findings show there is no significant different of beliefs and attitude
towards advertising across the Iban, Chinese and Malay young adults,
except for the belief about advertising portraying social image between the
Chinese and Malay.
•
As such the first hypothesis is partially supported and the second
hypothesis is not supported.
•
What sets them apart is the effect of beliefs about advertising on attitude
towards advertising. While social image and materialism affect the attitude
of Iban towards advertising, falsity and hedonism affect the attitude of
Chinese and Malay towards advertising respectively. As such the third
hypothesis is supported.
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15. Conclusion
•
Given this scenario, managers and marketers need to devise marketing
strategy and advertising campaign to young adults meticulously to promote
what is shared across ethnic groups, and preclude what is not.
•
This study is limited in a sense that it only looks at attitude towards
advertising in general. Moreover it is conducted only in the state of
Sarawak.
•
Future studies: nationwide, attitude towards specific advertising and
comparison between younger and older cohorts.
Universiti Malaysia Sarawak (UNIMAS)
16. THANK YOU
Hiram Ting
PhD Student
Faculty of Economics and Business
Universiti Malaysia Sarawak
94300 Kota Samarahan, Sarawak, Malaysia
E-mail: hiramparousia@gmail.com
