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.
Mortimer_Kathleen_2016_Students'_attitude_towards_advertising_in_the_new_digital_environment (485kB) |
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| 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, Kathleen and Laurie, Sally |
| 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: | |
| URI: | http://nectar.northampton.ac.uk/id/eprint/11692 |
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