Exploring Antecedents Of Attitude Towards Controversial Advertising

• Main Authors: Ernest Cyril, de Run, Hiram, Ting
• Format: Conference or Workshop Item
• Language: English
• Published: 2013
• Subjects: HM Sociology
• Online Access: http://ir.unimas.my/id/eprint/8622/1/Exploring%20Antecedents%20Of%20Attitude%20Towards%20Controversial%20Advertising%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/8622/; http://www.researchgate.net/publication/259827489_EXPLORING_ANTECEDENTS_OF_ATTITUDE_TOWARDS_CONTROVERSIAL_ADVERTISING

This study aims to explore the antecedents to attitude about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was used to provide theoretical basis to exploring beliefs about adverting and explaining attitude. Accordi...