TV광고에 대한 청소년과 일반성인의 광고회의주의 차이에 관한 연구

초록

The purose of this study was to examine the difference between adolescent students' skepticism toward advertising and adults. With respect to the former, there were the difference. The adolescent' skepticism toward the advertising was higher than adults'. Another of area we found is that the more a consumer the strategy of advertiser, the less those skepticism toward advertising. In addtion to this, self-esteem was negatively relatied to skepticism toward advertising. The consumer susceptibility to interpersonal infuence (CSII) was not related to ad skepticism.

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