Chinese Generation Xers Towards Advertising Kim Laszlo Solymon de Run H. Ting.Pdf
Chinese Generation Xers’ Attitude toward Advertising: Evidence from Hong Kong and Shanghai Consumers
Kim-Shyan Fama1, Laszlo Jozsab , Andrea Solyomc, Ernest Cyril de Rund , Hiram Tinge
a
School of Marketing and International Business, Victoria University of Wellington, New Zealand; kim.fam@vuw.ac.nz Department of Management and Marketing, Szechenyi Istvan University, Gyor, Hungary; jozsal@vnet.hu c Department of Management and Marketing, Szechenyi Istvan University, Gyor, Hungary; andrea.solyom1@gmail.com d Faculty of Economics and Business, Universiti Malaysia Sarawak, Malaysia; drernest@feb.unimas.my e Faculty of Economics and Business, Universiti Malaysia Sarawak, Malaysia; hiramparousia@yahoo.co.uk b 1
Corresponding author
Abstract - The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’, but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations. Keywords - Likeability, Dislikeability, Entertaining, Generation Xers, China
This study focuses on Generation Xers residing in Hong Kong and Shanghai. These two consumer markets are comprised of adults in their active years of wealth accrual and consumption and therefore are very attractive to advertisers and their entreaties. Furthermore, as these consumers are more educated, share similar interests and prefer visual imagery over written word, advertising design and affect are important considerations. These two cultures are also now
Kim-Shyan Fama1, Laszlo Jozsab , Andrea Solyomc, Ernest Cyril de Rund , Hiram Tinge
a
School of Marketing and International Business, Victoria University of Wellington, New Zealand; kim.fam@vuw.ac.nz Department of Management and Marketing, Szechenyi Istvan University, Gyor, Hungary; jozsal@vnet.hu c Department of Management and Marketing, Szechenyi Istvan University, Gyor, Hungary; andrea.solyom1@gmail.com d Faculty of Economics and Business, Universiti Malaysia Sarawak, Malaysia; drernest@feb.unimas.my e Faculty of Economics and Business, Universiti Malaysia Sarawak, Malaysia; hiramparousia@yahoo.co.uk b 1
Corresponding author
Abstract - The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’, but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations. Keywords - Likeability, Dislikeability, Entertaining, Generation Xers, China
This study focuses on Generation Xers residing in Hong Kong and Shanghai. These two consumer markets are comprised of adults in their active years of wealth accrual and consumption and therefore are very attractive to advertisers and their entreaties. Furthermore, as these consumers are more educated, share similar interests and prefer visual imagery over written word, advertising design and affect are important considerations. These two cultures are also now