Time Orientation and Attitudes toward Advertising in a High-Context Culture

An Empirical Study of Macau

Erdener Kaynak, Ali Kara, Clement S.F. Chow

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Each culture has its own dominant construct of time that influences the value placed on the use of time by individuals. This empirical study examines how time orientations influence attitudes toward advertising in a high-context culture of an Asian economy. Data was collected through surveys in Macau. Findings show that Macanese are more future orientated but less enthusiastic towards advertising; they switch to another channel and engage in other activities during commercial breaks. Results also show that past orientation has the strongest impact on advertising avoidance. The authors offer managerial implications for the development of effective advertising programs in this emerging market.

Original languageEnglish (US)
Pages (from-to)88-106
Number of pages19
JournalJournal of Asia-Pacific Business
Volume14
Issue number2
DOIs
StatePublished - Jan 1 2013

Fingerprint

Time orientation
Empirical study
Macau
Attitude toward advertising
Avoidance
Emerging markets
Asian economies

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Business, Management and Accounting(all)

Cite this

@article{64b26ac777ac4f57a76d5f8d39324633,
title = "Time Orientation and Attitudes toward Advertising in a High-Context Culture: An Empirical Study of Macau",
abstract = "Each culture has its own dominant construct of time that influences the value placed on the use of time by individuals. This empirical study examines how time orientations influence attitudes toward advertising in a high-context culture of an Asian economy. Data was collected through surveys in Macau. Findings show that Macanese are more future orientated but less enthusiastic towards advertising; they switch to another channel and engage in other activities during commercial breaks. Results also show that past orientation has the strongest impact on advertising avoidance. The authors offer managerial implications for the development of effective advertising programs in this emerging market.",
author = "Erdener Kaynak and Ali Kara and Chow, {Clement S.F.}",
year = "2013",
month = "1",
day = "1",
doi = "10.1080/10599231.2013.750967",
language = "English (US)",
volume = "14",
pages = "88--106",
journal = "Journal of Asia-Pacific Business",
issn = "1059-9231",
publisher = "Routledge",
number = "2",

}

Time Orientation and Attitudes toward Advertising in a High-Context Culture : An Empirical Study of Macau. / Kaynak, Erdener; Kara, Ali; Chow, Clement S.F.

In: Journal of Asia-Pacific Business, Vol. 14, No. 2, 01.01.2013, p. 88-106.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Time Orientation and Attitudes toward Advertising in a High-Context Culture

T2 - An Empirical Study of Macau

AU - Kaynak, Erdener

AU - Kara, Ali

AU - Chow, Clement S.F.

PY - 2013/1/1

Y1 - 2013/1/1

N2 - Each culture has its own dominant construct of time that influences the value placed on the use of time by individuals. This empirical study examines how time orientations influence attitudes toward advertising in a high-context culture of an Asian economy. Data was collected through surveys in Macau. Findings show that Macanese are more future orientated but less enthusiastic towards advertising; they switch to another channel and engage in other activities during commercial breaks. Results also show that past orientation has the strongest impact on advertising avoidance. The authors offer managerial implications for the development of effective advertising programs in this emerging market.

AB - Each culture has its own dominant construct of time that influences the value placed on the use of time by individuals. This empirical study examines how time orientations influence attitudes toward advertising in a high-context culture of an Asian economy. Data was collected through surveys in Macau. Findings show that Macanese are more future orientated but less enthusiastic towards advertising; they switch to another channel and engage in other activities during commercial breaks. Results also show that past orientation has the strongest impact on advertising avoidance. The authors offer managerial implications for the development of effective advertising programs in this emerging market.

UR - http://www.scopus.com/inward/record.url?scp=84877356618&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84877356618&partnerID=8YFLogxK

U2 - 10.1080/10599231.2013.750967

DO - 10.1080/10599231.2013.750967

M3 - Article

VL - 14

SP - 88

EP - 106

JO - Journal of Asia-Pacific Business

JF - Journal of Asia-Pacific Business

SN - 1059-9231

IS - 2

ER -