Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach
Abstract
Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally...
Paper Details
Title
Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach
Published Date
Jan 23, 2018
Journal
Volume
159
Issue
3
Pages
727 - 744
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