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Journal cover: International Marketing Review

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Consumer attitudes towards Internet advertising: A social contract perspective


Document Information:
Title:Consumer attitudes towards Internet advertising: A social contract perspective
Author(s):Mary Ellen Gordon, (University of Canterbury, Christchurch New Zealand), Kathryn De Lima-Turner, (University of Canterbury, Christchurch New Zealand)
Citation:Mary Ellen Gordon, Kathryn De Lima-Turner, (1997) "Consumer attitudes towards Internet advertising: A social contract perspective", International Marketing Review, Vol. 14 Iss: 5, pp.362 - 375
Keywords:Advertising, Consumer attitudes, Internet
Article type:Research paper
DOI:10.1108/02651339710184316 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Advertising on the Internet can be viewed as a social contract between advertisers and Internet users. The attributes comprising this contract are: access to advertisements, placement of advertisements, message, influence on fee, and information collection. Examines empirically the tradeoffs consumers make among the attributes in the social contract using an online survey analysed through conjoint analysis. The findings indicate that consumer attitudes towards Internet advertising differ from many predictions about this new media.



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