Belief Dimensions and Viewer’s Attitude towards TV Advertising in Thailand

Chuthamas Chittithaworn, Md. Aminul Islam, Orachot Thooksoon


The aim of this study is to examine the relationships Belief Dimensions and attitude of viewers towards TV
advertising. Earlier research was mainly explored in the west with some finding were positive and some being
negative on certain aspects of viewers perception. Whilst this study is exploratory in nature in understanding the
relationship between Belief Dimensions and attitude of viewers towards TV advertising. Generally the Thai TV
viewers tend to have a more negative attitude towards TV advertising. Three Belief dimension were found to be
significant towards TV advertising and theses are informational benefits, negative contents and offensive. Three
were not significant and these are availability, advertising format and non-informative. The result shows a
number of implications for the management of business organization in particular the advertising agencies. They
need to address the issue of peoples’ perception being negative towards TV adverting; secondly combine the
demographic characteristics and belief dimensions to maximize advertising’s reach and effectiveness. By
understanding the viewer profile advertising agencies may be able to do a better media planning and focus on
creativity and presentation.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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