Northampton Electronic Collection of Theses and Research

Students' attitude towards advertising in the new digital environment

Mortimer, K. and Laurie, S. (2016) Students' attitude towards advertising in the new digital environment. Paper presented to: 15th International Conference on Research in Advertising (ICORIA) 2016, 2016-06-30 - 2016-07-02.

[A][B][+][-]
11692:24397
[thumbnail of Mortimer_Kathleen_2016_Students'_attitude_towards_advertising_in_the_new_digital_environment]
Mortimer_Kathleen_2016_Students'_attitude_towards_advertising_in_the_new_digital_environment
Mortimer_Kathleen_2016_Students_attitude_towards_advertising_in_the_new_digital_environment.pdf - Published Version
Information
Abstract:
This paper explores the attitudes that students have towards advertising. It is a replication of a study by Beard in 2003 and utilises the same questionnaire to examine ethical, economic, social and regulatory concerns across a sample of students in a UK university. The results indicate that the views of students are generally negative, as has been found in earlier research. Consumer empowerment has not led to a more positive perception of advertising. There is a strong call for more truthful and realistic advertising and a growing concern that advertising is manipulating people and more regulation is needed.
Uncontrolled Keywords:
Students, attitudes, digital, advertising
Creators:
Mortimer, K. and Laurie, S.
Faculties, Divisions and Institutes:
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Research Centres > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Research Centres > Centre for Health Sciences and Services
Date:
2 July 2016
Date Type:
Publication
Page Range:
pp. 1-12
Journal or Publication Title:
15th International Conference on Research in Advertising (ICORIA) 2016
Event Title:
15th International Conference on Research in Advertising (ICORIA) 2016
Event Dates:
2016-06-30 - 2016-07-02
Place of Publication:
SVN
Event Type:
Other
Number of Pages:
12
Language:
English
Status:
Published / Disseminated
Refereed:
No
Related URLs:
Edit Item