Embracing advertising: Chinese consumers show a new attitude in the 1990s

This study focuses on perceptions and beliefs about advertising among Chinese consumers in the 1990s by using two independent cross‐sectional surveys to update attitudinal studies of the 1980s. It addresses three research questions: (1) How did Chinese consumers perceive advertising in terms of trustworthiness, usefulness and creative quality in the 1990s, the second decade of its rebirth? (2) What are the attitudinal changes, if any, in their perceptions and judgments of advertising across time? (3) To what extent are the differences in viewing advertising related to demographic differences? Results show that increasing numbers of Chinese consumers found advertising useful. Although they did not necessarily trust advertising, their distrust diminished from 1995 to 1997. They were more critical of the creative quality of Chinese advertisements. Zipping TV commercials became more likely. Finally, compared to its critics, advertising's supporters characteristically were male and well educated, had higher incomes and lived in Shanghai.