Who is watching TV? Who is listening to radio? Consumer perceptions of TV and radio advertising information

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Jane Lu Hsu
Shuen-An Yang
Li-Chang Su
Cite this article:  Hsu, J., Yang, S., & Su, L. (2007). Who is watching TV? Who is listening to radio? Consumer perceptions of TV and radio advertising information. Social Behavior and Personality: An international journal, 35(2), 157-168.


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The objective of this study was to analyze consumer perceptions of television and radio advertising information. Four factors were extracted to explain advertising information, including product/selling information, image information, appealing information, and utilization information. For heavy TV watchers, positive attitudes are formed toward the information in television advertising. When consumers spend more time on radio or at least as much as on television, positive attitudes toward the information in radio advertising are generated. Respondents value information that is entertaining, attractive, has strong product images, and assisted memory recall in advertising as important.

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