%0 Journal Article
%T The Determinants of Consumers¡¯ Attitude Towards Advertising
%A Kwek Choon Ling
%A Tan Hoi Piew
%A Lau Teck Chai
%J Canadian Social Science
%D 2010
%I Canadian Academy of Oriental and Occidental Culture
%X The advertising industry is a lucrative business in Malaysia. However, government intervention in the industry has to certain extent regulated the content of the advertisement messages. This in turn has impacted the formation of consumers¡¯ attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the determinants of consumers¡¯ attitude towards advertising among tertiary students in a private higher education institution in Malaysia. A total of 263 undergraduate business students from a private university in Malaysia participated in this research. The outcome shows that credibility, informative, hedonic/ pleasure and good for economy positively relates to consumers¡¯ attitude towards advertising. Keywords: attitude towards advertising; credibility; informative; hedonic/pleasure; good for economy.
%U http://cscanada.net/index.php/css/article/view/1409