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Journal of Current Issues & Research in Advertising Volume 23, 2001 - Issue 1
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Original Articles

South Asian Students' Beliefs about and Attitude toward Advertising

Jyotika Ramaprasad Ph.D. Southern Illinois University–Carbondale, USA
Pages 55-70 | Published online: 08 May 2012
 
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Abstract

This study's factor analysis of beliefs about advertising among students in Bangladesh, India, Nepal, Pakistan and Sri Lanka did not perfectly replicate the theoretical or empirical structure of a U.S. study (the South Asian data provided a clearer differentiation among belief dimensions), but was considerably similar. For all five countries together, seven of the eight factors found in the study predicted attitude towards advertising. Respondents' beliefs about advertising's pleasurable and information aspects were the most favorable, followed by their beliefs about its economic benefits. Their views about advertising's social effects were the least favorable.

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