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AbstractConsumer perceptions of ethical issues in advertising and moderating effects of ethical ideologies
Park, Hyunsoo, Ph.D. / Assistant Professor, Dept.
of Journalism & Mass Communications,
This study compares the perceptions and ethical evaluations of select advertising controversies between past and current South Korean consumers. The advertising controversies used in this study are advertis- ing to children, sex appeal advertising, cigarette advertising, and offensive advertising. The utility of using ethical ideologies such as idealism and relativism, measured by the EPQ(ethics perception questionn- aire), is also examined. Results suggest that the current Korean consumer reactions to the controversial advertising practices are similar to the measurement of past consumer reactions. In addition, sixteen of twenty items showed that the respondents who judged advertising issues as ethical or unethical did vary in their responses as a function of relativism or idealism effects. |
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