An empirical examination of public attitudes towards advertising in a transitional economy

D. Petrovici, S.J. Paliwoda

Research output: Contribution to journalArticle

13 Citations (Scopus)
38 Downloads (Pure)

Abstract

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal's (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude-instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.
Original languageEnglish
Pages (from-to)247-276
Number of pages29
JournalInternational Journal of Advertising
Volume26
Issue number2
Publication statusPublished - 2007

Keywords

  • advertising
  • romania
  • eastern europe
  • marketing
  • business
  • consumer attitudes

Fingerprint Dive into the research topics of 'An empirical examination of public attitudes towards advertising in a transitional economy'. Together they form a unique fingerprint.

  • Cite this