Generations X and Y Attitude towards Controversial Advertising
Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were d...
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| Format: | Article |
| Language: | English |
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Asian Journal of Business Research
2012
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| Online Access: | http://ir.unimas.my/id/eprint/1635/ http://ir.unimas.my/id/eprint/1635/1/Generation%2BX%2B%2526%2BY%2BAttitude%2BTowards%2BConventional%2BAdvertising%2B%2528abstract%2529%20%281%29.pdf |
| _version_ | 1848834801131323392 |
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| author | Ting, Hiram Ernest Cyril , de Run |
| author_facet | Ting, Hiram Ernest Cyril , de Run |
| author_sort | Ting, Hiram |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were distributed throughout Malaysia, and a total of 768 usable questionnaires were obtained. Findings show that the two generational cohorts are significantly different in attitude towards controversial advertising. Generation X found the advertising of female contraceptives, feminine hygiene products, and funeral services to be more controversial, whereas generation Y found the advertising of alcoholic products, condoms, and gambling to be more of a controversy. In terms of the reasons of controversy, generation X found only health and safety issues to be more controversial whereas generation Y, hard sell, nudity, racist images, sexist images, and subject too personal. Future studies are therefore needed to validate the segregation of generations in Malaysia to secure effective marketing strategy. |
| first_indexed | 2025-11-15T05:57:45Z |
| format | Article |
| id | unimas-1635 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T05:57:45Z |
| publishDate | 2012 |
| publisher | Asian Journal of Business Research |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-16352015-08-21T03:26:58Z http://ir.unimas.my/id/eprint/1635/ Generations X and Y Attitude towards Controversial Advertising Ting, Hiram Ernest Cyril , de Run H Social Sciences (General) Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were distributed throughout Malaysia, and a total of 768 usable questionnaires were obtained. Findings show that the two generational cohorts are significantly different in attitude towards controversial advertising. Generation X found the advertising of female contraceptives, feminine hygiene products, and funeral services to be more controversial, whereas generation Y found the advertising of alcoholic products, condoms, and gambling to be more of a controversy. In terms of the reasons of controversy, generation X found only health and safety issues to be more controversial whereas generation Y, hard sell, nudity, racist images, sexist images, and subject too personal. Future studies are therefore needed to validate the segregation of generations in Malaysia to secure effective marketing strategy. Asian Journal of Business Research 2012 Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/1635/1/Generation%2BX%2B%2526%2BY%2BAttitude%2BTowards%2BConventional%2BAdvertising%2B%2528abstract%2529%20%281%29.pdf Ting, Hiram and Ernest Cyril , de Run (2012) Generations X and Y Attitude towards Controversial Advertising. Asian Journal of Business Research, 2 (2). pp. 18-32. ISSN 1178 - 8933 http://www.researchgate.net/publication/235338835_Generations_X_and_Y_Attitude_towards_Controversial_Advertising |
| spellingShingle | H Social Sciences (General) Ting, Hiram Ernest Cyril , de Run Generations X and Y Attitude towards Controversial Advertising |
| title | Generations X and Y Attitude towards Controversial Advertising |
| title_full | Generations X and Y Attitude towards Controversial Advertising |
| title_fullStr | Generations X and Y Attitude towards Controversial Advertising |
| title_full_unstemmed | Generations X and Y Attitude towards Controversial Advertising |
| title_short | Generations X and Y Attitude towards Controversial Advertising |
| title_sort | generations x and y attitude towards controversial advertising |
| topic | H Social Sciences (General) |
| url | http://ir.unimas.my/id/eprint/1635/ http://ir.unimas.my/id/eprint/1635/ http://ir.unimas.my/id/eprint/1635/1/Generation%2BX%2B%2526%2BY%2BAttitude%2BTowards%2BConventional%2BAdvertising%2B%2528abstract%2529%20%281%29.pdf |