ERIC Number: ED120737
Record Type: RIE
Publication Date: 1976
Reference Count: 0
A Q-Analysis of College Students Attitudes Toward Advertising.
Larkin, Ernest F.
Eighty college students were administered 26 Likert-type statements designed to measure their attitudes toward advertising along four different dimensions: economic effects of advertising, social effects of advertising, ethics of advertising, and regulation of advertising. Analysis of the responses revealed five clusters or "types" of individuals based on their attitudes. While all five types exhibited some negative feelings toward advertising, the degree of and basis for their criticisms varied considerably. Findings such as these indicate the need for a better understanding of the reasons for student dissatisfaction with the activities of the advertising community and a more comprehensive program for the dissemination of information about advertising and its activities to a wider cross-section of the college student body. (Author)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Academy of Advertising (Austin, Texas, April 3-6, 1976)