Search

Based on culture identity theory and schema theory, we investigate how model ethnicity influences the perception and effectiveness of potentially offensive nudity advertising in Asia and Western Eu...

Purpose This study aims to test a conceptual model using public attitudes toward biomedicine and traditional Chinese medicine (TCM) to predict respondents’ medical treatment choice. Design/methodology/approach A quantitative online survey was conducted using quota sampling. Altogether 1,321 questionnaires from Hong Kong residents of age 15 years or above were collected. Findings Attitudes toward biomedicine in relation to TCM and perceived cost of TCM consultation were found to be significant variables in predicting respondents’ medical treatment choice of treatment. Perceived efficacy of TCM, however, was not a significant predictor. Older respondents, as well as respondents with higher education, were less likely to consult biomedicine first when ill. They were also less likely to consult biomedicine exclusively. Research limitations/implications This study uses a convenience sample recruited through personal networks. The findings cannot be generalized to the rest of the population. Practical implications Respondents in the study generally perceived TCM’s efficacy to be high, but not high enough to make it the medical treatment of choice. To promote TCM in Hong Kong, there is a need to enhance trust in it. This can be achieved through strengthening scientific research and development of TCM, enhancing professional standards of TCM practitioners and educating the public about the qualifications of TCM practitioners. Strategic channel planning to reach potential target and reducing the time cost of TCM medication should be examined. Originality/value The study is the first to relate attitudes to and perceptions of TCM with medical treatment choices in Hong Kong.

Purpose The purpose of this paper is to explore the banking experiences and awareness of marketing efforts of banks among youth in mainland China. Design/methodology/approach Four focus-group interviews were conducted. A convenience sample of 26 participants aged 17 to 20 years was recruited in Laiwu, Shandong, a medium-sized city in China. They were asked to report experiences that could illustrate good and bad banking services. They were also asked to recall bank marketing promotions. Findings Participants’ perceived service quality of banks was determined by staff attitude, service delivery, physical environment and comparison of user experience. The marketing communication activities they recalled most frequently included product placements, advertising slogans, entertaining commercials and co-branding with online games. Research limitations/implications The findings were based on a non-probability sample. The study also did not differentiate between personal experience and indirect experience with family and friends. Similar studies can be conducted in large cities or in rural China to compare banking experiences in different social economic settings. Further studies can be designed using quantitative methodology to measure the importance of various factors in influencing perceptions of service quality. Online banking experience can also be studied in the future. Practical implications Banks in China can enhance their competitiveness and brand reputation through raising the professionalism of their front-line staff, improving efficiency and transparency and streamlining the service process. Banks can make contacts with youth through offline and online promotional activities, such as co-branding with popular online games. Originality/value This is the first study on banking services among youth conducted in a medium-sized city in China.

This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward TCM advertising consisted of four underlying dimensions: information value of TCM advertising; benefits of TCM advertising; confidence in financial aspects of TCM; and doubts about TCM advertising. Consumers’ attitudes toward TCM practitioners were in general favorable. Respondents appreciated information value of TCM advertising, but held some skepticism and worries about it. Respondents perceived strongly that advertising by medical professionals would lead to increase in the cost of services. Respondents with TCM consultation experience demonstrated a more positive attitude toward TCM advertising than respondents without TCM experience. Practical implications and limitations were discussed. (149 words)

PurposeThe study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups.Design/methodology/approachA survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2012.FindingsConsumers' attitudes toward advertising by medical professionals were in general favorable. Respondents reported that advertising by medical professionals provides consumers with information about the services and qualifications of practitioners. However, consumers were worried about misleading information in these advertisements. Respondents perceived strongly that advertising by medical professionals would lead to an increase in the price of services. Younger respondents and respondents with higher education were more sceptical toward advertising by medical professionals.Practical implicationsMedical professionals should put emphasis on providing consumers with relevant information of their services, expertise, and qualifications to assist consumers' information search. They should refrain from using price appeal.Originality/valueThis is the first study to examine consumers' attitudes toward advertising by medical professionals in a Chinese context.

Purpose – The purpose of the study was to apply the theory of planned behavior to predict Danish adolescents’ behavioral intention for healthy eating.Design/methodology/approach – A cluster sample survey of 410 students aged 11 to 16 years studying in Grade 6 to Grade 10 was conducted in Denmark.Findings – Perceived behavioral control followed by attitudes were the most important factors in predicting behavioral intention. Females and adolescents with a higher Body Mass Index were also found to have a stronger behavioral intention. Healthy eating was perceived to be beneficial and useful, and, to a lesser extent, interesting and desirable. Family, TV programs, and teachers were influential socialization agents.Research limitations/implications – The survey responses may be affected by a social desirability bias. The survey includes a non‐probability sample and results may not be generalized to all adolescents, even in Denmark.Practical implications – The results may inform educators and policy makers in d...

PurposeThe objective of the study is to use the constructs in the theory of planned behavior and advertising intervention to predict adolescents' intention for healthy eating.Design/methodology/approachA convenience sample survey of 570 secondary school students aged 11 to 19 studying in Form 1 (equivalent to Grade 7) to Form 5 (equivalent to Grade 11) was conducted in Hong Kong.FindingsPerceived behavior control was the most important factor in predicting behavioral intention for healthy eating, followed by attitude toward healthy eating and subjective norms. Perceived behavior control, attitude and subjective norms together explained 45 percent of the variance of behavioral intention. Respondents' attitudes towards advertisement advocating healthy eating had high positive correlation with attitudes toward healthy eating.Research limitations/implicationsFirst, the sample was not a probability sample. Second, the data were collected through face‐to‐face interviews and respondents may tend to give socially desirable answers to the questions.Practical implicationsHong Kong adolescents found healthy eating beneficial and desirable, but boring and not‐enjoyable. Future health promotion campaigns should put emphasis on the fun and enjoyable attributes of healthy eating. As perceived norms were sourced from the government and the family, health campaigns should continue to communicate the positive value of healthy eating to the family, and the society.Originality/valueThe current study is the first to adopt the theory of planned behavior and the advertising intervention to predict the effects on healthy eating in a Chinese society.

A content analysis of 311 food commercials broadcast on television networks in Hong Kong was conducted. There were nearly equal proportions of ads for healthy and unhealthy foods. The three most frequently used advertising appeals were taste/flavor/smell/texture, health/wellbeing and physical performance/speed/strength. Altogether 54 percent of the food ads contained health-related claims. Intriguingly, 23 percent of the ads for unhealthy food contained health-related claims. The prevalent use of general health claims in unhealthy food ads calls for policy makers to devise better ways to regulate health claims in food advertisements. This is the first content analysis of health and nutrition information in food advertising arising from a society with a rich herbalist tradition.

A qualitative study was conducted to investigate attitudes toward advertising by lawyer’s in Hong Kong. The study found that interviewees in general appreciated the information values of these advertisements. There were mixed views regarding the impact on the image of the lawyers brought about by advertising by lawyer’s. Some interviewees found the advertisements helpful and hence perceive that the lwayers was now more approachable and transparent. However, some interviewees found advertising by lawyer’s that use price appeal misleading. They perceived the lawyers to have become more commercialized. Interviewees expressed concern that advertising by lawyer’s encourage the seeking of litigation as a preferred way of problem solving. The study informs lawyers regarding message design and media selection in the marketing of their services in a Chinese context.