An empirical examination of public attitudes towards advertising in a transitional economy

Petrovici, Dan.A and Paliwoda, S. (2007) An empirical examination of public attitudes towards advertising in a transitional economy. International Journal of Advertising, 26 (2). pp. 247-276. ISSN 0265-0487. (The full text of this publication is not available from this repository)

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Abstract

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptuallises Pollay and Mittal's (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude-instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.

Item Type: Article
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Stephen Holland
Date Deposited: 19 Dec 2007 18:56
Last Modified: 14 Jan 2010 14:03
Resource URI: http://kar.kent.ac.uk/id/eprint/1434 (The current URI for this page, for reference purposes)
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