Do Advertising Tactics Matter? A Study on Indonesian Young Adults’ Awareness of Advertising Intentions

Shasha Wang; Thang Pham; Wenefrida Mahestu Noviandra Krisjanti

Abstract

Many researchers use consumer awareness of advertiser intentions (AI) directly to predict
consumer scepticism or resistance towards advertising messages. But few have tested the
influence of various advertising tactics towards this awareness and no one has examined
culture influence towards this awareness. Based on the only scale used to test consumers’ AI
awareness to different advertising tactics, this study tested the validity of this scale in
Indonesia. Similar to the American sample in which the scale was originally validated, the
young Indonesian adults were able to recognise AI. The scale was reliable for the Indonesian
sample, although reliability was improved after some small adjustments. Interestingly, female
Indonesians were more persuaded by certain advertising tactics, such as humour or celebrity
endorsement, than males. This study implies that advertising tactics need to be taken into
account when studying consumer awareness of AI and the scale may be useful for other
cultures.

Original language	English
Publication status	Published - 2012
Event	Australian and New Zealand Marketing Academic Conference - Adelaide, Australia Duration: 3 Dec 2012 → 5 Dec 2012

Conference

Conference	Australian and New Zealand Marketing Academic Conference
Country/Territory	Australia
City	Adelaide
Period	3/12/12 → 5/12/12

Cite this

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title = "Do Advertising Tactics Matter? A Study on Indonesian Young Adults{\textquoteright} Awareness of Advertising Intentions",

abstract = "Many researchers use consumer awareness of advertiser intentions (AI) directly to predictconsumer scepticism or resistance towards advertising messages. But few have tested theinfluence of various advertising tactics towards this awareness and no one has examinedculture influence towards this awareness. Based on the only scale used to test consumers{\textquoteright} AIawareness to different advertising tactics, this study tested the validity of this scale inIndonesia. Similar to the American sample in which the scale was originally validated, theyoung Indonesian adults were able to recognise AI. The scale was reliable for the Indonesiansample, although reliability was improved after some small adjustments. Interestingly, femaleIndonesians were more persuaded by certain advertising tactics, such as humour or celebrityendorsement, than males. This study implies that advertising tactics need to be taken intoaccount when studying consumer awareness of AI and the scale may be useful for othercultures.",

author = "Shasha Wang and Thang Pham and Krisjanti, {Wenefrida Mahestu Noviandra}",

year = "2012",

language = "English",

note = "Australian and New Zealand Marketing Academic Conference ; Conference date: 03-12-2012 Through 05-12-2012",

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AU - Pham, Thang

AU - Krisjanti, Wenefrida Mahestu Noviandra

PY - 2012

Y1 - 2012

N2 - Many researchers use consumer awareness of advertiser intentions (AI) directly to predictconsumer scepticism or resistance towards advertising messages. But few have tested theinfluence of various advertising tactics towards this awareness and no one has examinedculture influence towards this awareness. Based on the only scale used to test consumers’ AIawareness to different advertising tactics, this study tested the validity of this scale inIndonesia. Similar to the American sample in which the scale was originally validated, theyoung Indonesian adults were able to recognise AI. The scale was reliable for the Indonesiansample, although reliability was improved after some small adjustments. Interestingly, femaleIndonesians were more persuaded by certain advertising tactics, such as humour or celebrityendorsement, than males. This study implies that advertising tactics need to be taken intoaccount when studying consumer awareness of AI and the scale may be useful for othercultures.

AB - Many researchers use consumer awareness of advertiser intentions (AI) directly to predictconsumer scepticism or resistance towards advertising messages. But few have tested theinfluence of various advertising tactics towards this awareness and no one has examinedculture influence towards this awareness. Based on the only scale used to test consumers’ AIawareness to different advertising tactics, this study tested the validity of this scale inIndonesia. Similar to the American sample in which the scale was originally validated, theyoung Indonesian adults were able to recognise AI. The scale was reliable for the Indonesiansample, although reliability was improved after some small adjustments. Interestingly, femaleIndonesians were more persuaded by certain advertising tactics, such as humour or celebrityendorsement, than males. This study implies that advertising tactics need to be taken intoaccount when studying consumer awareness of AI and the scale may be useful for othercultures.

UR - http://www.anzmac.org/conference

M3 - Abstract

T2 - Australian and New Zealand Marketing Academic Conference

Y2 - 3 December 2012 through 5 December 2012

ER -

Do Advertising Tactics Matter? A Study on Indonesian Young Adults’ Awareness of Advertising Intentions

Abstract

Conference

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