รายละเอียดบทความ
| ชื่อเรื่อง |
The impact of ethical perceptions in advertising on consumers’ behavioral and attitudinal reponses: findings from Thai consumers
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| ชื่อเรื่องรอง |
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| ชื่อผู้แต่ง |
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| หัวเรื่องคำสำคัญ |
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| หัวเรื่องควบคุม |
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| คำอธิบาย / บทคัดย่อ |
With incasing social awareness of unethical advertisements in today’s advertising, this study is aimed to examine the impact of ethical perceptions in advertising on consumers’ behavioral and attitudinal response in Thailand. It focuses upon responses on attitude toward the advertisement(A_ad ), attitude toward the brand(A_b ), and purchase intention (PI) of consumers. Based on reviewing relevant literatures, nine key issues of the unethically perceived advertising were examined in this study; advertising to children, the use of fear appeal, the use of sex appeal, advertising harmful products, advertising that leads to social and cultural consequences negatively, deceptive advertising, ridicule and discrimination, negative stereotyping, and comparative advertising. The results show that ethical perceptions in advertising significantly affect attitude toward the advertisement(A_ad ), attitude toward the brand(A_b ), and purchase intention (PI) of consumers in all issues examined in the study. That is, there are positive correlations of ethical perceptions in advertising with attitude toward the advertisement(A_ad ), attitude toward the brand(A_b ), and purchase intention (PI) of consumers. These findings suggest that the advertisers should be careful in the use of unethically perceived advertising for Thai consumers, especially for breaking through media clutter
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