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Time Orientation and Attitudes toward Advertising in a High-Context Culture: An Empirical Study of Macau
Kaynak, Erdener1; Kara, Ali2; Chow, Clement S. F.3
2013-04-01
Source PublicationJournal of Asia-Pacific Business
ISSN10599231
Volume14Issue:2Pages:88-106
Abstract

Each culture has its own dominant construct of time that influences the value placed on the use of time by individuals. This empirical study examines how time orientations influence attitudes toward advertising in a high-context culture of an Asian economy. Data was collected through surveys in Macau. Findings show that Macanese are more future orientated but less enthusiastic towards advertising; they switch to another channel and engage in other activities during commercial breaks. Results also show that past orientation has the strongest impact on advertising avoidance. The authors offer managerial implications for the development of effective advertising programs in this emerging market. © 2013 Copyright Taylor and Francis Group, LLC.

DOI10.1080/10599231.2013.750967
Language英语
The Source to ArticleEngineering Village
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Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Affiliation1.Pennsylvania State University at Harrisburg, Middletown, PA, United States;
2.Pennsylvania State University at York, York, PA, United States;
3.University of Macau, Tapia, Macau, China
Recommended Citation
GB/T 7714
Kaynak, Erdener,Kara, Ali,Chow, Clement S. F.. Time Orientation and Attitudes toward Advertising in a High-Context Culture: An Empirical Study of Macau[J]. Journal of Asia-Pacific Business,2013,14(2):88-106.
APA Kaynak, Erdener,Kara, Ali,&Chow, Clement S. F..(2013).Time Orientation and Attitudes toward Advertising in a High-Context Culture: An Empirical Study of Macau.Journal of Asia-Pacific Business,14(2),88-106.
MLA Kaynak, Erdener,et al."Time Orientation and Attitudes toward Advertising in a High-Context Culture: An Empirical Study of Macau".Journal of Asia-Pacific Business 14.2(2013):88-106.
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