대학생들의 광고회의주의에 대한 연구

초록

The purpose of this study was to examine college students' ad skepticism toward several media such as television, cable television, radio, newspaper, magazine and Internet in terms of demographic variables. With respect to the former, I found some evidence of differences in demographic variables of skepticism toward advertising. One of area we found is that advertising skepticism appeared more broadcasting media such as television and cable TV than print media, newspaper and magazine. In addition to this, self-esteem was negatively related to skepticism toward advertising. The consumer susceptibility to interpersonal influence (CSII) was negatively related to ad skepticism.

키워드