DAMPAK ORIENTASI WAKTU TERHADAP PERILAKU MENGHINDARI IKLAN TELEVISI (sebuah kajian teori)

Abstract

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.