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
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
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