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Generational cohorts and their attitudes toward advertising

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  • Ernest Cyril de Run

    (Faculty of Economics and Business, University Malaysia Sarawak)

  • Hiram Ting

    (Faculty of Economics and Business, University Malaysia Sarawak)

Abstract

This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to firstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative approach by means of personal interviews was used at the outset to identify external events which bring about the formation of cohorts. Accordingly, 48 interviews were conducted and data were content-analyzed. The findings were then incorporated into the second phase of study to investigate cohorts’ views about advertising, using theory of reasoned action. A quantitative approach via questionnaire-based survey was administered, and 1,410 copies were collected for analysis. Five distinct cohorts are proposed in the initial findings. They are labeled as Neoteric Inheritors, Prospective Pursuers, Social Strivers, Idealistic Strugglers and Battling Lifers on the basis of their respective engagement with events during the coming-of-age years. The subsequent findings show that beliefs about advertising are significant predictors of the attitudes to advertising, and so are the attitudes with regard to the intention of every cohort. However, their beliefs and attitudes to advertising are found to differ significantly, especially in the older cohort. The study thus highlights the implication of generational differences on the attitudes to advertising.

Suggested Citation

  • Ernest Cyril de Run & Hiram Ting, 2013. "Generational cohorts and their attitudes toward advertising," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 143-160.
  • Handle: RePEc:zag:market:v:25:y:2013:i:2:p:143-160
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    References listed on IDEAS

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    Cited by:

    1. László Kovács, 2019. "Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 97-121.
    2. Hiram Ting & Winnie Wong & Ernest Run, 2016. "Complaint Behaviour between Generations and Its Transmissions: An Exploratory Study in Malaysia," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(11), pages 279-279, October.

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