Generational Cohorts and Their Beliefs and Attitude towards Advertising
This research is aimed to determine beliefs and attitude towards advertising from the perspective of generational cohorts in Sarawak. Despite being an important segmentation approach, little is known about the effect of generation on views about advertising in the state because much of its lab...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2013
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8629/1/Ernest%20Cyril.pdf http://ir.unimas.my/id/eprint/8629/ http://www.researchgate.net/publication/260555852_Generational_Cohorts_and_Their_Beliefs_and_Attitude_towards_Advertising |
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| Summary: | This research is aimed to determine beliefs and
attitude towards advertising from the perspective
of generational cohorts in Sarawak. Despite
being an important segmentation approach, little
is known about the effect of generation on views
about advertising in the state because much of
its labels and descriptions are borrowed from
Western sources, especially the U.S. Utilising
the theories of generations, interviews were used
at the outset to find out external events which
bring about the formation of cohorts. Accordingly,
48 interviews were conducted and data were
content-analysed by multiple coders. The findings
were then incorporated into the second phase of
the study to investigate the cohorts’ view about
advertising using the theory of reasoned action as
the underpinning premise. A questionnaire-based
survey of 1,410 respondents was conducted. From
the analysis, five distinct cohorts were identified.
They are labeled as Neoteric-inheritors (birth
years: 1991 and onwards), Prospective-pursuers
(birth years: 1978 to 1990), Social-strivers (birth
years: 1962 to 1977), Idealistic-strugglers (birth years: 1945 to 1961) and Battling-lifers (birth
years: before 1945) based on their attachment
to events during their respective coming-of-age
years. The later findings showed that beliefs and
attitudes towards advertising are significantly
different across cohorts. While Neoteric-inheritors
and Prospective-pursuers have largely exhibited
similar beliefs and attitudes, Social-strivers
do not share the hedonic aspect of advertising.
The attitude of older cohorts, however, is driven
by positive aspects about advertising. The
research thus highlights the negation of cohort
segregation between Sarawak and the U.S., and
the implication of generational differences on
views about advertising. |
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