Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of ma...
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| Format: | Proceeding |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2012
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| Online Access: | http://ir.unimas.my/id/eprint/399/ http://ir.unimas.my/id/eprint/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf |
| _version_ | 1848834535454670848 |
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| author | Ernest Cyril, de Run Hiram, Ting Fam, Kim-Shyan Jozsa, Laszlo Andrea, Solyom |
| author_facet | Ernest Cyril, de Run Hiram, Ting Fam, Kim-Shyan Jozsa, Laszlo Andrea, Solyom |
| author_sort | Ernest Cyril, de Run |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’,but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations. |
| first_indexed | 2025-11-15T05:53:31Z |
| format | Proceeding |
| id | unimas-399 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T05:53:31Z |
| publishDate | 2012 |
| publisher | Universiti Malaysia Sarawak, (UNIMAS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-3992016-04-14T06:40:19Z http://ir.unimas.my/id/eprint/399/ Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers Ernest Cyril, de Run Hiram, Ting Fam, Kim-Shyan Jozsa, Laszlo Andrea, Solyom H Social Sciences (General) HM Sociology The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’,but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations. Universiti Malaysia Sarawak, (UNIMAS) 2012 Proceeding NonPeerReviewed text en http://ir.unimas.my/id/eprint/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf Ernest Cyril, de Run and Hiram, Ting and Fam, Kim-Shyan and Jozsa, Laszlo and Andrea, Solyom (2012) Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers. In: International Borneo Business Conference 2012, 19 – 21 December 2012, Sabah. (Unpublished) http://www.researchgate.net/publication/235339016_Chinese_Generation_Xers_Attitude_toward_Advertising_Evidence_from_Hong_Kong_and_Shanghai_Consumers |
| spellingShingle | H Social Sciences (General) HM Sociology Ernest Cyril, de Run Hiram, Ting Fam, Kim-Shyan Jozsa, Laszlo Andrea, Solyom Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers |
| title | Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers |
| title_full | Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers |
| title_fullStr | Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers |
| title_full_unstemmed | Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers |
| title_short | Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers |
| title_sort | chinese generation xers’ attitude toward advertising:evidence from hong kong and shanghai consumers |
| topic | H Social Sciences (General) HM Sociology |
| url | http://ir.unimas.my/id/eprint/399/ http://ir.unimas.my/id/eprint/399/ http://ir.unimas.my/id/eprint/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf |