Jurnal
http://hdl.handle.net/11617/8344
2024-03-29T13:21:21ZDAMPAK ORIENTASI WAKTU TERHADAP PERILAKU MENGHINDARI IKLAN TELEVISI (sebuah kajian teori)
http://hdl.handle.net/11617/9661
DAMPAK ORIENTASI WAKTU TERHADAP PERILAKU MENGHINDARI IKLAN TELEVISI (sebuah kajian teori)
Kuswati, Rini
Time orientation theory holds that individuals allocate their discretionary
time purposively, depending upon their time orientation: to past, present, or future. I
used this perspective to understand more about why individuals avoid watching
television advertisement. Past oriented people see advertising not importance and
promoting consumption. They tend to avoid advertising more than present oriented
people who see advertising as complimenting their concern to live for today. Future
oriented people see as importance in planning purchase and are less likely to avoid
it. However, there is an increasing body of research suggests that advertising is
strongly influenced by local culture than across culture like Levitt’s (1983) said in
the article “The Globallization of Markets”. Moreover, advertising must be
machting with local culture, so the target market can be reach optimality.
2009-08-01T00:00:00Z