Gaps between Managerial and Consumer Attitudes Toward Advertising in China

Euro Asia Journal of Management (Macau) 7(3; Issue 14): 29-48, 1997

12 Pages Posted: 24 Mar 2015

See all articles by Mark Speece

Mark Speece

CMMU College of Management Mahidol University; Thammasat Business School

Stella So

Chinese University of Hong Kong

Date Written: 1997

Abstract

In China’s rapid development, for marketers it is important to monitor views toward advertising to keep up with evolving consumer attitudes and managerial practice. This paper investigates attitudes and beliefs toward advertising among a small sample of Chinese managers in the state sector, and compares with consumer attitudes. Comparison with the few past studies show that attitudes among the relatively conservative managers have changed somewhat, but do not match consumer thinking very closely. In particular, thinking among managers about implementation details is quite divergent from what China’s sophisticated consumers want from advertising.

Keywords: advertising, consumer attitudes, manager attitudes, China

Suggested Citation

Speece, Mark and So, Stella, Gaps between Managerial and Consumer Attitudes Toward Advertising in China (1997). Euro Asia Journal of Management (Macau) 7(3; Issue 14): 29-48, 1997, Available at SSRN: https://ssrn.com/abstract=2584394

Mark Speece (Contact Author)

CMMU College of Management Mahidol University ( email )

69 Vipawadee Rangsit Road
Samsennai, Phayathai District
Bangkok, Bangkok 10400
Thailand

Thammasat Business School

2 Prachan Road
Pra Nakorn
Bangkok, Bangkok 10200
Thailand

Stella So

Chinese University of Hong Kong ( email )

Shatin, N.T.
Hong Kong
Hong Kong

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