Students' attitude towards advertising in the new digital environment

Research output: Contribution to conference typesPaperResearch

2 Downloads (Pure)

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.
Original languageEnglish
Pages1-12
Number of pages12
Publication statusPublished - 2 Jul 2016
Event15th International Conference on Research in Advertising (ICORIA) 2016 - Ljubljana, Slovenia
Duration: 30 Jun 20162 Jul 2016
http://www.europeanadvertisingacademy.org/wp/wp-content/uploads/2016/06/ICORIA-2016-programme-final.pdf

Conference

Conference15th International Conference on Research in Advertising (ICORIA) 2016
CountrySlovenia
CityLjubljana
Period30/06/162/07/16
Internet address

Fingerprint

Attitude toward advertising
Student attitudes
Consumer empowerment
Replication
Questionnaire

Keywords

  • Students
  • attitudes
  • digital
  • advertising

Cite this

Mortimer, K., & Laurie, S. (2016). Students' attitude towards advertising in the new digital environment. 1-12. Paper presented at 15th International Conference on Research in Advertising (ICORIA) 2016, Ljubljana, Slovenia.
Mortimer, Kathleen ; Laurie, Sally. / Students' attitude towards advertising in the new digital environment. Paper presented at 15th International Conference on Research in Advertising (ICORIA) 2016, Ljubljana, Slovenia.12 p.
@conference{4db27918cd88487e802c8c21ad7fc644,
title = "Students' attitude towards advertising in the new digital environment",
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.",
keywords = "Students, attitudes, digital, advertising",
author = "Kathleen Mortimer and Sally Laurie",
year = "2016",
month = "7",
day = "2",
language = "English",
pages = "1--12",
note = "15th International Conference on Research in Advertising (ICORIA) 2016 ; Conference date: 30-06-2016 Through 02-07-2016",
url = "http://www.europeanadvertisingacademy.org/wp/wp-content/uploads/2016/06/ICORIA-2016-programme-final.pdf",

}

Mortimer, K & Laurie, S 2016, 'Students' attitude towards advertising in the new digital environment' Paper presented at 15th International Conference on Research in Advertising (ICORIA) 2016, Ljubljana, Slovenia, 30/06/16 - 2/07/16, pp. 1-12.

Students' attitude towards advertising in the new digital environment. / Mortimer, Kathleen; Laurie, Sally.

2016. 1-12 Paper presented at 15th International Conference on Research in Advertising (ICORIA) 2016, Ljubljana, Slovenia.

Research output: Contribution to conference typesPaperResearch

TY - CONF

T1 - Students' attitude towards advertising in the new digital environment

AU - Mortimer, Kathleen

AU - Laurie, Sally

PY - 2016/7/2

Y1 - 2016/7/2

N2 - 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.

AB - 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.

KW - Students

KW - attitudes

KW - digital

KW - advertising

M3 - Paper

SP - 1

EP - 12

ER -

Mortimer K, Laurie S. Students' attitude towards advertising in the new digital environment. 2016. Paper presented at 15th International Conference on Research in Advertising (ICORIA) 2016, Ljubljana, Slovenia.