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)

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.
LanguageEnglish
Pages247-276
Number of pages29
JournalInternational Journal of Advertising
Volume26
Issue number2
Publication statusPublished - 2007

Fingerprint

Marketing
examination
economy
Romania
Attitude toward advertising
Public attitudes
Transitional economies
social integration
market economy
Central Europe
Eastern Europe
public opinion

Keywords

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

Cite this

@article{3f20f14dd60f48d0bee1f3982da1fd56,
title = "An empirical examination of public attitudes towards advertising in a transitional economy",
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.",
keywords = "advertising, romania, eastern europe, marketing, business, consumer attitudes",
author = "D. Petrovici and S.J. Paliwoda",
year = "2007",
language = "English",
volume = "26",
pages = "247--276",
journal = "International Journal of Advertising",
issn = "0265-0487",
number = "2",

}

An empirical examination of public attitudes towards advertising in a transitional economy. / Petrovici, D.; Paliwoda, S.J.

In: International Journal of Advertising, Vol. 26, No. 2, 2007, p. 247-276.

Research output: Contribution to journalArticle

TY - JOUR

T1 - An empirical examination of public attitudes towards advertising in a transitional economy

AU - Petrovici, D.

AU - Paliwoda, S.J.

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

KW - advertising

KW - romania

KW - eastern europe

KW - marketing

KW - business

KW - consumer attitudes

UR - http://www.internationaljournalofadvertising.com/

M3 - Article

VL - 26

SP - 247

EP - 276

JO - International Journal of Advertising

T2 - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

IS - 2

ER -