The Role of Attitude and Intent in Ethical Decision Making of Advertising Practitioner in Digital Age

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Sawitree Cheevasart
Raymie E. McKerrow


This study aims to investigate the advertising practitioners’ attitude toward ethical problems in the digital age, especially the factors that influence ethical behavioral intentions of advertising practitioners. The respondents are Thai advertising practitioners. A self-administered questionnaire was used in data collection. Totally, 305 usable questionnaires were returned. The Path analysis via regression was used to test the hypotheses. Findings reveal that attitude is the variable that has most influence on behavior intention. It is also the mediating factor for gender and age that indirectly affects behavior intention. Gender and age have a direct effect upon attitude. Males have more positive  attitude to the ethical problem in the digital age than females. Younger participants in this study also have more positive attitude than those who are older. Subjective norm has no influence on behavior intention, whereas communication climate has influence on behavior intention.


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