Title: Waardepatronen en reclameattitudes van autochtone en allochtone jongeren
Authors: Koeman, Joyce # ×
Issue Date: Dec-2008
Publisher: Uitgeverij Boom
Series Title: Tijdschrift voor communicatiewetenschap vol:36 issue:4 pages:284-300
Abstract: This contribution discusses the results of a
quantitative survey on a diverse sample of 12- to
19-year-olds with both ethnic majority and
minority backgrounds. Their individualistic and
collectivistic value patterns are examined (Personal
Values Questionnaire; Schwartz, 2003)
and related to their advertising beliefs and attitudes
(cfr. Pollay and Mittal, 1993). The results
show that, although western youngsters tend to
be more individualistic and non-western youngsters
are more collectivistic, both groups adhere
to a mixture of values. Overall, youngsters hold a
rather neutral advertising attitude. In comparison
to their majority peers, ethnic minorities
trust advertising messages more and consider
advertising more as a guide about trends and
lifestyle. Furthermore, collectivism is proven to
predict many advertising beliefs, which in their
turn determine the general advertising attitude.
Therefore cultural values may be useful in targeting
youngsters in a multicultural environment.
Description: Geselecteerd op basis van paperpresentatie op het Etmaal van de communicatiewetenschap (2008)
ISSN: 1384-6930
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Institute for Media Studies
× corresponding author
# (joint) last author

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