Influence of economic recession on consumer attitude towards advertising and marketing communication

Abstract

This study is a survey of attitude on advertising by consumers in Lagos. The survey used five-point Likert scales in an interview schedule administered on people in metropolitan Lagos. Multi-stage sampling process was used to select three hundred respondents. Response rate was above seventy-five per cent. Four research questions were postulated to examine consumer attitude on advertising during a recession. The findings of the study indicate that the public is in disfavour with activities connected with advertising during economic recession. Thus, the study recommends that in tune with the changes in the lifestyles and values of the people due to economic downturn, advertisers should consider ways of stressing simplicity, product value, quality and durability, as well as functionalism in their messages.