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- W91017459 abstract "This research examines attitudes towards TV and Internet advertising. It is based on two studies previously carried out in the US by Schlosser, Shavitt and Kanfer (1999) and Shavitt, Lowrey and Haefner (1998). In a quantitative survey of 200 undergraduates, our respondents were significantly more negative towards Internet advertising than TV advertising, liking it less and finding it more irritating and annoying. The attitudes of UK respondents were also significantly more negative than US respondents. The model of overall attitude to advertising devised by Schlosser, Shavitt and Kanfer (1999) was less satisfactory in explaining UK attitudes; the addition of a new factor ‘irritation-annoyance’ significantly improved this model." @default.
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- W91017459 date "2002-09-01" @default.
- W91017459 modified "2023-09-27" @default.
- W91017459 title "Attitudes to internet advertising: a cross cultural comparison" @default.
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