CANADAN SOCAL SCENCE

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Vol. 6, No. 4, 2010, pp. 114-126 www.cscanada.org

inants of Consumers Attitude Towards Advertising

LES DTERMINANTS DE L'ATTIT DE DES C!NS!MMATE RS EN"ERS LA # $LICIT
%we& Choon Ling'

Tan (oi #iew) Lau Te*& Chai+ A,stra*t- The advertising industry is a lucrative business in Malaysia. However, government intervention in the industry has to certain extent regulated the content of the advertisement messages. This in turn has impacted the formation of consumers attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the determinants of consumers attitude towards advertising among tertiary students in a private higher education institution in Malaysia. A total of 2 ! undergraduate business students from a private university in Malaysia participated in this research. The outcome shows that credibility, informative, hedonic" pleasure and good for economy positively relates to consumers attitude towards advertising. %e.words- attitude towards advertising# credibility# informative# hedonic"pleasure# good for economy. R/sum/- $a publicit% est une industrie lucrative en Malaisie. Toutefois, l&intervention gouvernementale dans l&industrie a r%glement% le contenu des messages publicitaires dans une certaine mesure. 'ela a affect% la formation de l&attitude des consommateurs envers la publicit%. (l est donc crucial d&identifier les d%terminants de leur attitude. $&ob)ectif de cette recherche est d&%tudier les d%terminants de l&attitude des consommateurs envers la publicit% aupr*s des %tudiants dans un %tablissement d&enseignement sup%rieur priv% en Malaisie. +n total de 2 ! %tudiants de premier cycle d&une universit% priv%e en Malaisie ont particip% , cette recherche. $e r%sultat montre

'orresponding author, .aculty of Management and (nformation Technology, +'/( +niversity -, 0alan Menara 1ading, +'/( Heights, 2 333 4uala $umpur, Malaysia. 56mail7 8we8cl9ucsi.edu.my. 2 .aculty of Accountancy and Management, +niversiti Tun8u Abdul :ahman $ot ;T2--<<, 0alan /ungai $ong, =andar /ungai $ong, 'heras, <!333 4a)ang, /elangor, Malaysia 56mail7 hptan9utar.edu.my. ! .aculty of Accountancy and Management, +niversiti Tun8u Abdul :ahman.$ot ;T2--<<, 0alan /ungai $ong, =andar /ungai $ong, 'heras, <!333 4a)ang, /elangor, Malaysia >:eceived -? March 23-3# accepted 2 0uly 23-3

@ue l&attitude des consommateurs est plutAt positifve envers une publicit% cr%dible, informative, h%doni@ue et favorable pour l&%conomie. Mots0*1/s- attitude envers la publicit%, cr%dibilit%, informatif, h%doni@ue"plaisir, favorable pour l&%conomie '2 INTR!D CTI!N The advertising industry worldwide is experiencing tremendous changes. Munusamy and Bong C233?D argue that advertising has become one of the important elements in our modern life. 1overnment intervention in the advertising industry to a certain extent has regulated the content of the advertisement message, and subse@uently this created certain impacts on the formation of consumers attitude towards advertising C'alfee E :ingold, -FFG# ;ollay E Mittal, -FF!# :otHoll, Haefner E /andage, -FG # Bills E :yans, -FG2D. The purpose of this research, therefore, is to evaluate the determinants of consumers attitude towards advertising. )2 LITERAT RE RE"IE3 )2' Advertising Industr. in Ma1a.sia The advertising industry is a lucrative business in Malaysia. According to the Iielsen Media :esearch, the total advertising expenditure in Malaysia reached :M2.!F billion in the first half of the year 233?, and the industry continues to show steady growth with a FJ increase from the :M2.2 billion for the same period in year 233 CThe :eport Malaysia, 233GD. (n addition, advertising expenditure has increased by ? J since year 2333, with cinema, radio and point6of6sale advertising experiencing triple6digit growth over this period CThe :eport Malaysia, 233GD. Traditionally big advertising spenders in Malaysia include telecommunication and fast6moving consumer goods companies CThe :eport Malaysia, 233GD. Table - illustrates the total advertising expenditure for all media in Malaysia for the year 233? and 233G. However the industry is highly regulated by the Malaysian 'ommunication E Multimedia 'ontent 'ode CM'M'', retrieved on -2 May 233FD. Kue to the heavy regulated nature of this business, it is crucial to evaluate the determinants of consumers attitude towards advertising to discover what the antecedents that would affect consumers preference are. Ta,1e '- Tota1 Advertising E45enditure 6A11 Media7 In the 8ear )99: And )99;
)99: AD MEDI E= A 6R M 999 7 Iewspa !,3 2, pers 2GF Terrestr -,?FF, ial TL3?F 2<-,3 :adio GG MagaHi - ,nes < Mutdoo -3G,r2 2 ;oint 2?,G22 Mf /ale MA R% ET Sha re 2 . -J !2. FJ <.< J !.3 J 2.3 J -.J )99; AD E= 6R M 999 7 !,!23, G!2 2,- -, -F2 2F-,2G -2 ,-? F2,GF2 ?!,F!2 <rowt h vs )99: MA R% ET Sha re 2!.F J !2.J <.? J 2.2 J -. J -.2 J G.!J 23.-J 23.FJ 6 .3J 6--.!J 2?.GJ

(nternet ! 'inema Tota1

I"A 2 ,2 ? >?@A+? B9@

I"A 3.2 J '99 29 C

!2,--3 2?,!FG A?'>;? BB>

3.2 J 3.2 J '992 9C

6 <.!J ')2:C

/ource7 Iielsen Media :esearch CIM:D (ndex :eport 233G

)2) Consumers Attitude towards Advertising

.ishbein C-F ?, p.2!D defines attitude as Na learned predisposition of human beingsO. As part of a learned predisposition human behaviour, 4otler C2333D further elaborates attitude as an individual personal evaluation, emotional feeling attached and action tendency toward some ob)ects or ideas. (n relations to the advertising industry, =auer and 1reyser C-F GD ta8e the view of attitude towards advertising as the audience behaviour towards the advertising. Audience behaviour towards the advertising can be indicated through consumers favourable or unfavourable response towards a particular advertisement CMac4enHie and $utH, -FGFD. According to Mehta C2333D, consumers attitude towards advertising is one of the influential indicators of advertising effectiveness because consumers cognitive ability towards the advertising are reflected in their thoughts and feelings and subse@uently will influence their attitude towards advertising CMac8enHie and $utH, -FGFD. =ased on extant literature, determinants such as hedonic, good for economy, product information, values corruption, materialism and consumer benefits consistently indicate strong relationship with consumers attitude towards advertising CPang, 2333# :amaprasad E Thurwanger, -FFG# ;ollay E Mittal, -FF!# =auer E 1reyser, -F GD. 'redibility, informative, hedonic"pleasure, and good for economy will be tested in this research. All of these factors are adopted from :amaprasad and Thurwanger C-FFGD and =rac8et and 'arr C233-D. Table 2 provides the summary of 8ey determinants of consumers attitude towards advertising that appeared in the extant literature. Ta,1e )- Summar. of the &e. determinants of *onsumers attitude towards advertising Author 4orgaon 8ar, /ilverbla n and M$eary C233-D =arrio and $u@ue C233!D ;etrovici and Marinov C2332D Tsang, Ho, and $iang C233<D Bang, Qhang, 'hoi, and K 5redita C2332D Tan and 'hia C233?D Ashill and Pavas C2332D Qhang and Bang C2332D ;etrovici , %e. dimensions /even factors7 product information, social role and image, hedonic" pleasure, value corruption, falsity" no sense, good for the economy, materialism. /ix factors7 product 8nowledge, message involvement, attention, comparative advertising intensity, claim believability, advertisement cognition. /ix factors7 general attitude, attitude institution, attitude instrument, product information, social role CintegrationD " image, hedonic" pleasure. .ive factors7 entertainment, informative, irritation, credibility, relevant demographic variables. /ix factors7 entertainment, informative, irritation, credibility, interactivity, demographic.

/ix factors7 product, hedonic, social, falsity, good for economy, materialism. Three factors7 control, believability, economic. .ive factors7 entertainment, informative, irritation, credibility, interactivity. /even factors7 product information, social integration" image, hedonic"

Marinov a, Marinov, and $ee C233?D Bang, /un, $ei, and Toncar C233FD K/ouHa and Taghian C2332D

pleasure, good for economy, promotes undesirable values, alienation" value incongruence, falsity" misleading. .ive factors7 entertainment, information, credibility, economy, value corruption. .ive factors7 favourable, pleasant, convincing, believable, good.

Source: Developed for this study

)2+ Credi,i1it.
Adler and :odman C2333D define credibility as the believability of the addressor and its perception in the listeners mind. (n the context of advertising industry, Mac4enHie and $utH C-FGFD identify advertising credibility as consumers general perception towards the truthfulness, reliability, trustworthiness and believability of an advertisement. 'redibility of an advertisement is affected by various factors, particularly by the companys credibility and the person who brings a message C1oldsmith, $afferty and Iewell, 2333D.

(n the extant literature related to attitudinal studies of credibility, research indicates that printed advertisements are always more interesting, believable and useful at all times and also less excessive, bothersome, aggravating and offensive than their broadcast counterparts CHaller, -F?<# /omasundaran and $ight, -FF-D. However, Iewhagen and Iass C-FGFD argue that advertisement in television is perceived as much more credible if compared to advertisement that appears in the newspaper CIewhagen E Iass, -FGFD. $afferty and 1oldsmith C-FFFD affirm that advertising credibility is a 8ey factor that affects the formation of attitude and behaviour. (n addition, other studies have concluded that credibility of the advertising message has positive influence on consumers attitude towards advertising CTsang, Ho, and $iang, 233<# Haghirian and Madlberger, 2332# =rac8ett and 'arr, 233-D.

)2@ Informative
Advertising plays an important and legitimate role in delivering information C:otHoll, Haefner and /andage, -FGFD. :ubin C2332D states that one of the most vital functions of advertising is to provide information. Bang. /un, $ei, and Toncar C233FD argue that the information6see8ing factor acts as a positive predictor for the formation of consumers attitude towards online advertising. =esides that, /chlosser, /havitt and 4anfer C-FFFD affirm that consumers attitude towards (nternet advertising is influenced by informative and the advertisements utility for building purchasing behavioural decisions. Thus, information is considered as a very valuable incentive in mar8eting because recipients react very positively to advertisements that transfer incentives CLarshney, 233!D. (nformative of the advertising is also strongly associated to the advertising when it is transferred via traditional media vehicles CKucoffe, -FF2D. 'onse@uently, media users may thin8 that advertising has the ability to provide information to the audience and hence the basic reason for accepting the advertising itself C=auer and 1reyser, -F GD. According to Kucoffe C-FF2D, when advertising information is shifted through the traditional media vehicles, the advertising value is substantially related to the informative of the advertising information. 'onsumers always want to have @uic8 access to information that they are loo8ing for their current content of use, and it is possible that the information is automatically delivered to the consumers C4aasinen, 233!D. /tudies such as :amaprasad and Thurwanger C-FFGD# Haghirian and Madlberger C2332D# and Kucoffe C-FF D, lend support that there is a strong and positive relationship between informative and consumers attitude towards advertising.

)2> (edoni*D#1easure
=auer and 1reysers C-F GD research stipulates that hedonic"pleasure is one of the experiences of advertisements, and the advertisement can touch on consumers sentiment as well as nice to loo8 at. Advertisement can be considered as a source of pleasure and entertainment CAlwitt and ;rabha8er -FF2# ;ollay and Mittal -FF!D. =auer and 1reyser C-F GD also argue that consumers responses to the advertisements are provisioned by their hedonic value. 'onsumers li8e and prefer to see advertisements that have more entertainment and pleasurable elements, the more the pleasure the better it is CAlwitt and ;rabha8er -FF2# ;ollay and Mittal, -FF!D. Abd AHiH, Mohd Pasin, and /yed A. 4adir C233GD state that advertisement can be en)oyable and entertaining in attracting and maintaining attention given to customers needs and wants. :aman and $ee8enby C-FFGD further describe that hedonic can serve as an evaluation of entertainment value of an advertisement while the interest is viewed as an evaluation of curiosity. The research conducted by =auer and 1reyser C-F GD indicates that hedonic value of advertisements can command and condition consumers reaction towards the advertisement. /imilarly Alwitt E ;rabha8er C-FF2D and ;ollay E Mittal C-FF!D found that the hedonic factor will create significant favourable attitude towards advertising. (n other words, the more positive the belief in Hedonic" ;leasure is, the more positive is the audiences attitude towards advertising. Therefore, :amaprasad and Thurwanger C-FFGD, Munusamy and Bong C233?D, ;ollay and Mittal C-FF!D, ;etrovici et al. C233?D argue that hedonic"pleasure is positively related to consumers attitude towards advertising.

)2A <ood for E*onom.

=elch and =elch C233GD suggest that the concept of Rgood for economy reflects the point of view that advertising speeds up the adoption of new goods and technologies by consumers, fosters full employment, reduces the average costs of production, elevates producers about healthy competition, and increases the standard of living on average. (n addition, an essential view of advertising supporters is that advertising is the lifeblood of business. Thus it gives consumers information about products and services and supports them to improve customers standard of living C=elch E =elch, 233GD. 1albraith C-F ?, p.<2D states that Nadvertising and its related arts thus help develop the 8ind of man CpeopleD the goals of the industrial system re@uire one that reliably spends his income and wor8s reliably because he is always in need of more.O 1albraiths argument is supported by =auer and 1reyser C-F GD. (n their study, =auer and 1reyser C-F GD found that over ?3 percent of their sample believed that advertising increases the standard of living and led to good products. The economics of information theory as cited in /tigler C-F -D and Telser C-F <D suggests that advertising can provide information and" or reduce cost of searching. This argument is also supported by a few prominent researchers CIelson, -F?<# 5s8in E =aron, -F??# 'hiplin and /turgess, -FG-# =harawa), Laradar)an, and .ahy, -FF!D. Therefore, it may be said that Rgood for economy addresses the concrete economic effects of advertising for consumers CMunusamy and Bong, 233?D. The economic benefit of advertising is the ability of the advertisers to provide accurate and reliable information about their products to the audience C;etrovici et al., 233?D. Therefore, Munusamy and Bong C233?D, Tan and 'hia C233?D, Bang et al. C233FD conclude that Rgood for economy is positively related to consumers attitude towards advertising. (n other words, the more positive the credence in Rgood for economy, the more positive are customers attitude towards advertising. .igure - illustrates the proposed conceptual framewor8 for this research.

(' () (+

(@
/ource7 Keveloped for this study

Eig2 '- #ro5osed &e. determinants of *onsumers attitude towards advertising

)2: (.5otheses
A brief examination of the extant literature and the resultant research gaps led to the development of the hypotheses in this research. The five hypotheses are7 H-7 'redibility of an advertising message is positively related to consumers attitude towards advertising. H27 (nformative of an advertising message is positively related to consumers attitude towards advertising. H!7 Hedonic" pleasure of an advertising message is positively related to consumers attitude towards advertising. H<7 1ood for 5conomy of an advertising message is positively related to consumers attitude towards advertising.

+2 RESEARC( MET(!D
+2' Resear*h Design
;ositivistic approach was adopted in this research because this approach7 C-D allowed the researcher to search for truths of the observation by empirical evidence via the hypothetico6deductive method# and C2D many researches and observations on the consumer attitude towards advertising had been conducted and the extant literature was well developed C0an8owicH, 2332D. The collection of primary data approach was used as opposed to secondary data because it is considered that secondary data is unable to serve the ob)ectives of this research.

+2) Fuestionnaire Design

The @uestionnaire is divided into two parts. The first part of the @uestionnaire elaborates on the independent and dependent variables that would be tested in the survey. The second part of the @uestionnaire identifies the personal information of the respondents. Suestionnaire in the form of scaled6response @uestions was adopted in the second part because Nscaling permits measurement of the intensity of respondents answersO C'hurchill and =rown, 233<, p.!2FD. The items of the @uestionnaire were adopted from different sources of the extant literature. The items for the independent variable Rcredibility were adopted from 4orgaon8ar and Bolin C233<D with the original 'ronbach alpha value of 3.G . The items for the three independent variables Rinformative, Rhedonic"pleasure, Rgood for economy were adopted from :amaprasad and Thurwanger C-FFGD with the orginal 'ronbach alpha value of 3.??2, 3.?2F and 3. 2G respectively. $astly, the items for dependent variable Rattitude toward advertising were adopted from :amaprasad and Thurwanger C2333D with the original 'ronbach alpha value of 3.G3?. (nterval scale was adopted for the measurement scales because the scale allowed Nthe comparison of the siHe of the differences among and between membersO C'hurchill and =rown, 233<, p.!2<D. $i8ert scale format was applied as the scale was suitable for self6administered survey method CHair, =ush and Mrtinau, 233<D. A 26point $i8ert scale anchored by Nstrongly disagreeO C-D to Nstrongly agreeO C2D was adopted as the attitude measurement for the independent and dependent variables.

+2+ Sam51ing and Administration of Surve.

The target population in this research covered all the undergraduate students in +niversity RA and the sampling unit included all the current full6time undergraduate business students. A preliminary pre6screening techni@ue was included in the @uestionnaire. /tudents who have shown 8een interest in purchasing items by referring to the advertisements in the various media will proceed to the subse@uent sections and complete the @uestionnaire. 'onvenience6sampling techni@ue was used to select potential respondents. /elf6administered survey method in the form of drop6off surveys techni@ue was adopted to ensure the confidentiality and non6obligation aspects of participating in the survey. The survey was conducted inside the lecture hall and a Rballot6box was placed at the main exit point where respondents could drop off the @uestionnaires into the box as they leave the venue. The voluntary nature of the participation was explained verbally as well as indicated on the cover page of the survey @uestionnaire. ;otential participants were invited to complete the anonymous survey @uestionnaire that would ta8e approximately -2 minutes of the respondents time.

@2 RESEARC( RES LTS

A total of 2G3 sets of @uestionnaires were distributed to the potential student respondents and a total of 2 ? @uestionnaires were collected. Mut of this, -? sets of the @uestionnaires were considered unusable because over 22 percent of the @uestions in ;art Mne of the @uestionnaire were not answered C/e8aran, 233!D. (t was

23-3
assumed that the respondents were either unwilling to cooperate or not serious with the survey. Therefore, only 2 ! usable sets of collected @uestionnaires were used for the data analysis. Thereby, the response rate was F!.F percent.

@2' Res5ondents Demogra5hi* #rofi1e

=ased on the survey, the male respondents represented <2. percent of the total respondents while female respondents represented 2<.< percent. This is a normal phenomenon because ma)ority of the tertiary students in Malaysia are female. The age distributions of the respondents were7 C-D below 23 years old C-F. D# C2D between the age of 23622 years old C?-.2 percentD# C!D between the age of 2 6!3 years old C .? percentD# and lastly C<D above !3 years old C2.2 percentD. (n terms of the ethnic groups, the ma)ority were 'hinese C?G.G percentD, followed by Malay C-2.G percentD, and (ndian CG.< percentD. The respondents were s8ewed towards 'hinese ethnic group because the survey was conducted in +niversity RA, in which most of the students are 'hinese.

@2) Re1ia,i1it. Test

The reliability of a measure indicates the stability and consistency with which the instrument measures the concept and helps to assess the Rgoodness of a measure C'avana, Kelahaye and /e8aran, 233-D. All the constructs were tested for the consistency reliability of the items within the constructs by using 'ronbachs alpha reliability analysis. =ased on Table !, the results indicated that the 'ronbachs alpha for all the five constructs were well above 3.?3 as recommended by 'avana et al. C233-D. 'ronbachs alpha for the constructs ranged from the lowest of 3.G3G Cgood for economyD to 3.F2? CcredibilityD. (n conclusion, the results showed that the scores of the 'ronbachs alpha for all the constructs exceeded the threshold of 3.?3 indicating that the measurement scales of the constructs were stable and consistent. Ta,1e +- Eive Ea*tors Identified ,. the #rin*i5a1 Com5onents Ea*tor Ana1.sis .a cto rs Ia me Lariable .ac tor $o adi ng 5i ge n6 va lu e ;erc enta ge of Lari ance 5xpl aine d -!.F FG 'ro nbac hs :eli abili ty 'oe ffici ents 3.F2 ?

'r edi bili ty

(nf or ma tiv e

The printed advertisement is credible The printed advertisement is trustworthy The printed advertisement is believable Advertising is a valuable source of information about sales Advertising tells me which brands have the features ( am loo8ing for Advertising 8eeps me up to date about products"services available in the mar8etplace

3.F -? 3.F -3.F 3!

2. !! 3

3.G !< 3.G 2< 3.G !G

-. !2 <

-2.G <-

3.G! F

He do nic " ;le asu re

/ometimes advertisements are even more en)oyable than other media content /ometimes ( ta8e pleasure in thin8ing about what ( saw or heard in advertisement Advertising contains a lot of excitement and surprises Most of the time advertising contains funny characters and is en)oyable

3.? 2< 3.G !3 3.? F 3.? !

!. 23

-<.? 2F

3.G2 -

To be continued...

ontinued... .a cto rs Ia me Lariable .ac tor $o adi ng 5i ge n6 va lu e ;erc enta ge of Lari ance 5xpl aine d --.F <! 'ro nbac hs :eli abili ty 'oe ffici ents 3.G3 G

1o od for 5c on om y

Att itu de to wa rd Ad ver tisi ng

(n general, advertising helps our nations economy Advertising helps raise our standard of living ;eople wear branded goods because of advertising ( consider advertising is useful as it promotes the latest products Through advertising ( got to 8now more innovative ideas ( refer to advertising because it allows me to en)oy the best deal out of the competing products advertised ( support advertising because it is where creativity is highly appreciated ( support advertising because it plays an important part in my buying decision My general opinion of advertising is favourable

3.? ?! 3.? ?< 3.? <<

-. -G

3.2 -3 3. 3F 3. ? 3.? 22 3.? F3.G 32

2. !F

- . 3<

3.G! 3

!"# "e$sure of S$%plin& 'de(u$cy ) *.+26, p ) *.*** -p.*.*/0, df ) 111 u%ul$tive 2ercent$&e 3ot$tion Su%s of S(u$red 4o$din&s ) 1*.14/

@2+ "a1idit. Test

According to Hair, =abin, Money and /amouel C233!, p.-?<D, Nvalidity is the extent to which a construct measures what it is supposed to measureO. 'onstruct validity was adopted in this research as validity measurement and factor

analysis was used to measure this C'avana et al., 233-D. The details of the factor analysis were presented in Table !. The results indicated that factor analysis was appropriate because the value of 4aiser6Meyer6Ml8in C4MMD was 3.G2 Cbetween 3.2 and -.3D and the statistical test for =artlett test of sphericity was significant Cp T 3.333# d.f. T -?-D for all the correlations within a correlation matrix Cat least for some of the constructsD. =ased on the principal components analysis and LA:(MAU procedure in orthogonal rotation, the results showed that the 5igenvalues for all the constructs were greater than -.3, ranging from the lowest -.--G Cgood for economyD to the highest of 2.!-F Cattitude toward advertisingD. (n terms of convergent validity, factor loadings for all items within a construct were more than 3.23. Kiscriminant validity indicated that all items were allocated according to the different constructs. Therefore, the items were not overlapping and they supported the respective constructs.

@2@ Regression Ana1.sis @2@2' Mu1ti51e Regression Ana1.sis

Multiple regression analysis is defined as Na statistical techni@ue which analyHes the linear relationships between a dependent variable and multiple independent variables by estimating coefficients for the e@uation for a straight lineO CHair et al., 233<, p.2?GD. Multiple regression analysis was carried out to test the hypotheses and the results were presented in Table <.

The p value of the t6test Cp T 3.333D for credibility is less than the alpha value of 3.32. Therefore, credibility of an advertising message is positively related to consumers attitude towards advertising. According to Haghirian and Madlberger C2332D, credibility of an advertising message has positive influence on consumer attitude towards advertising. Thus, the finding supports the extant literature. =ased on the Table <, the p value of the t6test Cp T 3.333D for informative is less than the alpha value of 3.32. Therefore, the study concludes that informative of an advertising message is positively related to consumers attitude towards advertising. 5xtant literature suggests that informative of an advertising message positively influence consumers attitude towards advertising C:amaprasad and Thurwanger, 2332# Kucoffe, -FF # Haghirian and Madlberger, 2332D. Thus, the finding from the current study supports the extant literature. The p value of the t6test Cp T 3.333D for hedonic"pleasure is less than the alpha value of 3.32. Therefore hedonic"pleasure of an advertising message is positively related to consumers attitude towards advertising. The extant literature also suggests that hedonic"pleasure of an advertising message affect consumers attitude towards advertising C:amaprasad and Thurwanger, -FFG# Munusamy and Bong, 233?# ;ollay and Mittal, -FF!# ;etrovici, Marinova, Marinov and $ee, 233?D. Thus, the finding supports the extant literature. Ta,1e @- Resu1t of Mu1ti51e Linear Regression Ana1.sis for this Resear*h nstanda rdiGed Coeffi*ien ts Std 2 $ Er ror ?.?? -.< G ?G 3.! 3.3 3 2F 3.<- 3.3 ? ?F 3.2 3.3 3 F 3.2 3.3 G2 Standa rdiGed Coeffi* ients

t Sig 2

a7 Model

C'onstant D 'redibilit y (nformati ve Hedonic" ;leasure 1ood for 5conomy

3.!!2 3.2G? 3.2<3 3.-FG

2.2 2 .! 2.2 G2 !.? G3 !.!3

3.3 33 3.3 33 3.3 333 .33 3 3.3 32

$ Dependent V$ri$ble: 'ttitude to5$rd 'dvertisin& 6ndependent v$ri$bles: credibility, infor%$tive, hedonic7ple$sure, $nd &ood for econo%y. 3 ) /6.4 3 S(u$re ) 81.+ 'd9usted 3 S(u$re ) 8*.1 : ) 2+./1+ 2 ) *.*** -p.*.*/0

:in$lly, the study concludes th$t &ood for econo%y of $n $dvertisin& %ess$&e is $lso positively rel$ted to consu%ers; $ttitude to5$rds $dvertisin&. This is b$sed on the result of the p v$lue of the t-test -p ) *.**20 5hich is less th$n the $lph$ v$lue of *.*/. The e<t$nt liter$ture su&&ests th$t &ood for econo%y of $n $dvertisin& %ess$&e positively influence consu%ers; $ttitude to5$rds $dvertisin& -"unus$%y $nd =on&, 2**1, T$n $nd hi$, 2**1, =$n& et.$l, 2**>0, 5hich is supported in this study. The follo5in& is the %ultiple re&ression e(u$tion for the study: Attitude toward Advertising H ?.??G V 3.<-? Informative V 3.! 3 Credi,i1it. V 3.2 <ood for E*onom. I 3.2 3 (edoni*D#1easure The values of un6standardiHed =eta coefficient among the independent variables ranged from the wea8est relationship of 3.2 3 Cbetween hedonic"pleasure and the consumers attitude towards advertisingD to the strongest relationship of 3.<-? Cbetween informative and the consumers attitude towards advertisingD. Therefore this suggest that Rinformative is the most important antecedent in affecting consumers attitude towards advertising. R'redibility C3.! 3D and Rgood for economy C3.2 D are ran8ed the second and third most important of antecedents. 'onsumers attitude towards advertising can be explained !-.G percent by a combination of the various independent variables Cr s@uare T 3.!-GD which includes credibility, informative, hedonic"pleasure, and good for economy.

>2 C!NCL SI!N

>2' Im51i*ations of the Resear*h
The research findings and contributions brought some implications to various sta8eholders. The implications can be divided into two categories7 theoretical and managerial implications. (n terms of theoretical implication, the current empirical research re6affirms the notion that the determinants of consumers attitude towards advertising can be applied in a highly regulated media environment in Malaysia. (n terms of managerial implication, the findings do provide some insights and feedbac8 for administrators of media industry in drafting various advertising strategies on how to increase the favourable consumers attitude towards advertising. As part of the efforts to create favourable consumers attitude, some suggested strategies include7 CiD ensuring the sources of advertisement are credible, trustworthy and believable# C2D 8eeping the advertising message informative, customer oriented and up to date# C!D incorporating the elements of fun, excitement, surprises and pleasure in the advertisement messages, and lastly C<D emphasiHing the concept of Rmade in Malaysia to evo8e the feeling of partnership in helping the nation grow economically.

>2) Limitations and Re*ommendations for Euture Resear*h

Although the research findings provide some new insights, these should be viewed in light of some limitations. The study is based on cross6sectional data that is only capable of revealing the net effect of predictor variable towards a particular criterion variable at a specific point in time C'avana et al., 233-D. Kue to the inherent limitation of cross6 sectional study, the findings are not able to Nexplain why the observed patterns are thereO C5asterby6/mith, Thorpe and $owe, 233!, p.p.<2D. (n other words, this research is not able to describe satisfactorily the observed changes in pattern and the causality of consumers attitude towards advertising. (n addition, the restriction of the boundary set in selecting the undergraduate business students in +niversity RA as samples resulted in the findings not generaliHable across all private higher education institutions in the country. Kue to the limitations, two recommendations are suggested for further research for the purpose of enhancing the study. 'onsumers attitude towards advertising is a form of psychological )udgement in which this )udgement will change over time. Therefore, cross6sectional study may not be able to portray the observed changes in patterns and the causality of the consumer attitude towards advertising C5asterby6/mith et al., 233!D. $ongitudinal study, which can capture the temporal dynamics of perception change that affect the determinants of consumers attitude toward advertising, is proposed to be adopted in the future research in order to help researchers to identify the cause and effect relationships among the various constructs C'avana et al., 233-D. =esides, it is also recommended that future researchers broaden the research setting by incorporating more private higher education institutions and drawing more respondents who are enrolled in various undergraduate degree programmes as this may enhance the validity and generaliHation of the research findings.

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