Exploring Antecedents Of Attitude Towards Controversial Advertising

• 主要な著者: Ernest Cyril, de Run, Hiram, Ting
• フォーマット: Conference or Workshop Item
• 言語: English
• 出版事項: 2013
• 主題: HM Sociology
• オンライン･アクセス: 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...