A Cross-Cultural Comparison of Cognitive Responses, Beliefs, and Attitudes Toward Advertising in General in Two Asian Countries

Abstract

An important research topic in advertising is the study of consumer advertising perceptions. As shown by previous research, these perceptions affect attitude-toward-advertising-in-general which, ultimately, affects consumer brand attitudes and purchase intentions. Understanding consumer ad perceptions is useful to advertising practitioners in developing and implementing effective ad campaigns both nationally and internationally. Our study extends previous research efforts by comparing the cognitive responses, beliefs, and attitudes of consumers regarding advertising in two countries located in Southeast Asia. While results indicate similar advertising beliefs (in direction) and favorable attitudes, differences in cognitive responses and magnitude of beliefs and favorable attitudes exist. The implications of various results are then discussed.