Controversial Product Advertising in China: Perceptions of Three Generational Cohorts

John Wiley
Publication Type:
Journal Article
Journal of Consumer Behaviour, 2008, 7 (6), pp. 461 - 469
Issue Date:
Full metadata record
China is a country that has undergone a wide range of significant changes over the last 30 years, economically, politically, and socially. Major events not only have an important effect on the developmental history of a country such as China, but also create a new generational cohort, which can adopt different views and attitudes than those characterizing previous generations. This study analyses the results of a survey of three different generational groups in China, focusing on their attitudes towards the promotion of controversial products and advertising execution techniques. Research results show significant differences between the younger and older generations, especially in regard to gender-related products and certain advertising execution techniques.
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