This study investigated Korean consumers’ attitude towards the advertising of products which most Koreans perceive as controversial, cigarettes, alcohol, loan business, condom, and oral contraceptive. People from teens to fifties participated in the survey (N = 268). People had most negative attitudes towards TV commercials of cigarettes and loan business. On the other hand, people had permissive attitudes towards TV commercials of condom, oral contraceptive and alcohol products. They also had lenient attitudes towards putting graphic pictures on cigarette packs and using celebrity endorsers for alcohol products. The researcher conducted a cluster analysis to classify people into five groups and described the characteristics of each group. The current study, in which its main topic is consumer attitudes in the context of advertising ethical issues, is in itself meaningful considering this kind of research has been scanty. Furthermore, the current study is worthwhile in that the findings could suggest a direction which a regulatory agency should follow and also which a company should adopt.
This study investigated Korean consumers’ attitude towards the advertising of products which most Koreans perceive as controversial, cigarettes, alcohol, loan business, condom, and oral contraceptive. People from teens to fifties participated in the survey (N = 268). People had most negative attitudes towards TV commercials of cigarettes and loan business. On the other hand, people had permissive attitudes towards TV commercials of condom, oral contraceptive and alcohol products. They also had lenient attitudes towards putting graphic pictures on cigarette packs and using celebrity endorsers for alcohol products. The researcher conducted a cluster analysis to classify people into five groups and described the characteristics of each group. The current study, in which its main topic is consumer attitudes in the context of advertising ethical issues, is in itself meaningful considering this kind of research has been scanty. Furthermore, the current study is worthwhile in that the findings could suggest a direction which a regulatory agency should follow and also which a company should adopt.
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