Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University

• Main Authors: Ernest Cyril, de Run, Hiram, Ting, Jee, Teck Weng, Sally, Lau Yin Choo
• Format: Proceeding
• Language: English
• Published: 2013
• Subjects: HB Economic Theory
• Online Access: http://ir.unimas.my/id/eprint/8621/1/Ernest%20Cyril%20de%20Run.pdf; http://ir.unimas.my/id/eprint/8621/; http://www.researchgate.net/publication/258727567_Attitude_towards_Advertising_A_Comparison_between_Marketing_and_Non-marketing_Students_at_a_Private_University

The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by means of questionnaire based survey was administered at a private university. 217 usable copies, whereby 101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and intention towards advertising among marketing and non-marketing students despite dissimilar educational background. This study therefore articulates the present view of university students about advertising, and its implication to academia and business.