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

Shasha Wang, Thang Pham, Wenefrida Mahestu Noviandra Krisjanti

Research output: Contribution to conferenceAbstract

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 languageEnglish
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academic Conference - Adelaide, Australia
Duration: 3 Dec 20125 Dec 2012

Conference

ConferenceAustralian and New Zealand Marketing Academic Conference
CountryAustralia
CityAdelaide
Period3/12/125/12/12

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  • Cite this

    Wang, S., Pham, T., & Krisjanti, W. M. N. (2012). Do Advertising Tactics Matter? A Study on Indonesian Young Adults’ Awareness of Advertising Intentions. Abstract from Australian and New Zealand Marketing Academic Conference, Adelaide, Australia.