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Отношение россиян к рекламе банковских займов // Attitudes Towards Advertising of Banking Loans Among Russians

Author

Listed:
  • M. Gagarina

    (Financial University)

  • E. Vlasenkovab

    (Lomonosov Moscow State University)

  • М. Гагарина А.

    (Финансовый университет)

  • Е. Власенкова А.

    (Московский государственный университет им. М.В. Ломоносова)

Abstract

The article presents the results of an empirical study of the features of evaluating advertising of banking products. 99 respondents with a different experience of borrowing behaviour, aged 18 to 66, 37 per cent males, were assessed. The respondents were asked to rate, using the semantic differential methodology, two pictures depicting mortgage advertisements from VTB and Otkritie banks. By comparing the average values of the ratings, we found that advertising for banking products is evaluated more negatively, even if the ideal option is presented. Actual advertising images are rated significantly lower than ideal images — people with real experience of taking loans rate advertising for banking products as more benevolent. В статье приводятся результаты эмпирического исследования особенностей оценки рекламы банковских продуктов. Опрошены 99 респондентов с разным опытом кредитного поведения, в возрасте от 18 да 66 лет, 37% мужчин. Респондентов просили оценить с помощью методики семантического дифференциала две фотографии с изображением рекламы ипотеки от банков ВТБ и Открытие. Путем сравнения средних значений оценок установлено, что реклама банковских продуктов оценивается более негативно даже в случае представления идеального варианта. Реальные рекламные изображения оцениваются достоверно ниже, чем идеальные. Люди с реальным опытом заемного поведения оценивают рекламу банковских продуктов как более доброжелательную.

Suggested Citation

  • M. Gagarina & E. Vlasenkovab & М. Гагарина А. & Е. Власенкова А., 2020. "Отношение россиян к рекламе банковских займов // Attitudes Towards Advertising of Banking Loans Among Russians," Review of Business and Economics Studies // Review of Business and Economics Studies, Финансовый Университет // Financial University, vol. 8(4), pages 67-71.
    • Handle: RePEc:scn:00rbes:y:2020:i:4:p:67-71
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