英语论文网

advertising in the 1960s were generally mixed and by 1970s the attitudes had becoming increasingly negative. Further studies were done on the matter, focusing on specific nations and these results too were consistent with the data obtained in 1970s (Prabhaker, ’1992, 1994; Andrews, 1989; Mittal, 1994; Muahling, 1987). Advertising has been criticized for presenting deceptive information, promoting undesirable values, making wrong claims, depicting females as “erotic objects” and convincing people to buy things that are no longer needed by them (Katona, 1964; Pollay, 1986; Pollay and Mittal,1993). Coulter et al. (2001) found that consumers appreciate the informational and entertained value given by advertisements but disapprove its intrusiveness and overuse of fantasy. Chung-Chuan Yang's (2000) findings suggested advertising to have negative effects on students’ attitude towards advertising who believe that advertising is misleading and deceptive. Penny M. Simpson, Gene Brown and Robert E. Widing II (1998) proposed that unethical perceptions of the advertisement significantly and negatively affect all advertising response variables like ad credibility, attitude toward advertising, attitude toward the advertiser, pleasure and ethical judgment. Reid and Soley (1983) found that despite of doubtful effectiveness sex appeals remain to be a major method employed in catching consumer's attention to an ad.

Researchers for long have been in the attitude of consumers towards advertising practices. Those focusing on advertisements that are not in conformance with the norms and value system of the society found that religiosity has a great impact on the attitude of people towards controversial advertisements which are controversial and religion-sensitive. (Run, E.C.D., M.M. Butt, K.S. Fam and H.Y. Jong)

Religion and Consumer Behavior

The impact of religion has been a major topic of study in behavioral sciences and these have provided evidence of relationship existing between religion and consumer behavior (Hirschman 1982, 1983; Bailey and Sood 1993). Though advertising leads to a key change in values, beliefs, behavior and buying patterns of the peoples influencing the lifestyles of people (Polly and Mittal, 1993), religion significantly affects choices and has a major impact on the culture, value system and the lifestyles of people. Lifestyle then dictates what, how and why people consume (Delener 1990, Hirschman 1982, Wilkes et al. 1986).

 

Islam is a complete way of life for muslims and the Quran guides them in all aspects of life, hence influencing consumer behaviour as well, guiding muslims on what to consume, why and how. (Bailey and Sood 1993, Rice and AlMossawi 2002).

 

Religion and Advertising

Religion acts as a strong factor in determining how one interprets or understands advert本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。