Controversial Product Advertising in China: Perceptions of Three Generational Cohorts

Fam, KS; Waller, DS; Ong, F; Yang, Z

Controversial Product Advertising in China: Perceptions of Three Generational Cohorts

Fam, KS Waller, DS

Ong, F Yang, Z

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Publisher:: John Wiley
Publication Type:: Journal Article
Citation:: Journal of Consumer Behaviour, 2008, 7 (6), pp. 461 - 469
Issue Date:: 2008-01

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Field	Value	Language
dc.contributor.author	Fam, KS	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Ong, F	en_US
dc.contributor.author	Yang, Z	en_US
dc.date.issued	2008-01	en_US
dc.identifier.citation	Journal of Consumer Behaviour, 2008, 7 (6), pp. 461 - 469	en_US
dc.identifier.issn	1472-0817	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10314
dc.description.abstract	China is a country that has undergone a wide range of significant changes over the last 30 years, economically, politically, and socially. Major events not only have an important effect on the developmental history of a country such as China, but also create a new generational cohort, which can adopt different views and attitudes than those characterizing previous generations. This study analyses the results of a survey of three different generational groups in China, focusing on their attitudes towards the promotion of controversial products and advertising execution techniques. Research results show significant differences between the younger and older generations, especially in regard to gender-related products and certain advertising execution techniques.	en_US
dc.publisher	John Wiley	en_US
dc.relation.ispartof	Journal of Consumer Behaviour	en_US
dc.title	Controversial Product Advertising in China: Perceptions of Three Generational Cohorts	en_US
dc.type	Journal Article
utslib.citation.volume	6	en_US
utslib.citation.volume	7	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.issue	6	en_US
pubs.volume	7	en_US

Abstract:

China is a country that has undergone a wide range of significant changes over the last 30 years, economically, politically, and socially. Major events not only have an important effect on the developmental history of a country such as China, but also create a new generational cohort, which can adopt different views and attitudes than those characterizing previous generations. This study analyses the results of a survey of three different generational groups in China, focusing on their attitudes towards the promotion of controversial products and advertising execution techniques. Research results show significant differences between the younger and older generations, especially in regard to gender-related products and certain advertising execution techniques.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/10314