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" Attitudes to time and advertising in explaining advertising avoidance "
Rojas-Mendez, Jose I.
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Latin Dissertation
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1100399
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TLets629925
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| Main Entry
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Rojas-Mendez, Jose I.
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| Title & Author
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Attitudes to time and advertising in explaining advertising avoidance\ Rojas-Mendez, Jose I.
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| College
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Manchester Metropolitan University
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| Date
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2002
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2002
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| Degree
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Ph.D.
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| Abstract
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Attitude to time has been analysed from different disciplines such as sociology, anthropology, psychology and management, but up to know it has received limited attention in the marketing literature, particularly in the area of consumer behaviour. This study explores whether attitude to time underpins attitude formation and consequently behaviour towards something absorbing time. Time attitude is understood as the unconscious inclination to use the past, present, and future as driving forces to think or to make decisions related to a particular time related issue, such as advertising and its avoidance, the context for this thesis. The contributions of this study are intended to be both conceptual and empirical. The conceptual contribution is supported by the development of direct linkages between time attitude, attitude toward advertising, and TV commercial avoidance. The empirical contribution includes the testing of the hierarchical model developed in the previous stage. The model is intended to work across cultures rather than to be culture specific, therefore it was tested empirically in two different countries: Chile and the U.K. in two questionnaire surveys. The main objectives of the research are threefold. First, to develop crosscultural valid scales to measure both attitude to time and attitude toward advertising. Second, to test if two additional dimensions of time (time pressure and planning) are at the same level in the time paradigm as past, present, and future. Third, to explore the relationship between attitude to time and attitude to advertising and behaviour toward advertising. The test of the proposed hierarchical model was done with SEM (structural equation modelling). Results indicate that time attitude is indeed underpinning attitude formation towards advertising, which in turn is underpinning behaviour towards advertising. In addition, as a result of this research, valid and more comprehensive scales are presented to measure attitude to time and attitude to advertising. Time pressure and planning are found not to be at the same level of the time paradigm as the traditional past, present, and future dimensions.
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Manchester Metropolitan University
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