Relationship and communication values their reflection in advertising information choices of malaysian youth

Research output: Contribution to journalComment/debate

3 Scopus citations


This study looks at (1) information source preferences for shopping decisions, and (2) television advertising content preferences of Malaysian students. The study is descriptive in nature and adopts the framework of traditional Eastern relationship and communication values for exploring these preferences. It finds that Malaysian students’ preferences do not fall in line with these traditional values. While Malaysian students place family and friends as their most important sources of information, advertising and consumer information sources follow closely. Similarly, their preferences in advertising content are more Western; they want direct, factual, informative advertising content. The strong consumer association in Penang where the data were collected, the influence of foreign agencies, the global economy and the consumer culture it spreads, as well as the youth of the sample are offered as explanations.

Original languageEnglish (US)
Pages (from-to)132-149
Number of pages18
JournalAsian Journal of Communication
Issue number1
StatePublished - Jan 1 1998
Externally publishedYes


ASJC Scopus subject areas

  • Communication
  • Education

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