Attitudes Toward Advertising

As the Asian region moves to becoming a strong economic force and advertisers continue to increase their spending targeted toward Asian consumers, it is important to examine how these consumers feel about advertising. Consumers' attitudes towards advertising have been found to influence assessments of other desired advertising outcomes such as attitude toward individual advertisements and brand attitude. A study was therefore undertaken to provide an initial picture of attitudes toward advertising across several important Asian countries. Results provide a baseline to monitor potential changes in each of the countries as their economies and advertising industries continue to evolve. The results further suggest that cross-cultural researchers may be missing some important factors in assessing differences across countries in relation to advertising. The level of development of a country's advertising industry, as well as fluctuations in a country's economy, may be very important in assessing attitudes toward advertising. Implications for marketers and cross-cultural researchers are discussed.