Cha pte r 4

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 1

“I hate advertisements and commercials that are shown before a movie in theaters.” by

age group.

Age SA A N D SD Totals
Under 30 10 05 5 15 15 50 (50%)
(20%) (10%) (10%) (30%) (30%)
30 and above 20 20 (40%) 2 (4%) 5 3 (6%) 50 (50%)
(40%) (10%)
Total 30 25 (25%) 7 (7%) 20 18 100 (100%)
(30%) (20%) (18%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

1
Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

2
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 2

“I hate advertisements and commercials that are shown before a movie in theaters.” by

age group.

Gender SA A N D SD Totals
Under 30 10 05 5 15 15 50 (50%)
(20%) (10%) (10%) (30%) (30%)
30 and above 20 20 (40%) 2 (4%) 5 3 (6%) 50 (50%)
(40%) (10%)
Total 30 25 (25%) 7 (7%) 20 18 100 (100%)
(30%) (20%) (18%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

3
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 3

4
 “I hate advertisements and commercials that are shown before a movie in theaters.” by

age group.

Income 0-15,999 16- 26- 36- $56,000+ Totals

25,999 35,999 55,999
Under 30 10 05 (10%) 5 (10%) 15 (30%) 15 (30%) 50 (50%)
(20%)
30 and above 20 20 (40%) 2 (4%) 5 (10%) 3 (6%) 50 (50%)
(40%)
Total 30 25 (25%) 7 (7%) 20 (20%) 18 (18%) 100 (100%)
(30%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

5
shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was represented by

Neilson Media Research.

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 4

“I hate advertisements and commercials that are shown before a movie in theaters.” by

age group.

Education Some H.S. Some College Post- Totals

H.S. Diploma College Grad Grad

6
Under 30 10 (20%) 05 (10%) 5 (10%) 15 (30%) 15 (30%) 50 (50%)

30 and 20 (40%) 20 (40%) 2 (4%) 5 (10%) 3 (6%) 50 (50%)

above

Total 30 (30%) 25 (25%) 7 (7%) 20 (20%) 18 (18%) 100

(100%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

7
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Table 5

“I will arrive late or miss part of the movie to avoid advertisements before a movie.” by

age group.

Age SA A N D SD Totals
Under 30 10 05 5 15 15 50 (50%)
(20%) (10%) (10%) (30%) (30%)
30 and above 20 20 (40%) 2 (4%) 5 3 (6%) 50 (50%)
(40%) (10%)
Total 30 25 (25%) 7 (7%) 20 18 100 (100%)
(30%) (20%) (18%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

8
expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 6

9
 “I will arrive late or miss part of the movie to avoid advertisements before a movie.” by

age group.

Gender SA A N D SD Totals
Under 30 10 05 5 15 15 50 (50%)
(20%) (10%) (10%) (30%) (30%)
30 and above 20 20 (40%) 2 (4%) 5 3 (6%) 50 (50%)
(40%) (10%)
Total 30 25 (25%) 7 (7%) 20 18 100 (100%)
(30%) (20%) (18%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

10
shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 7

“I will arrive late or miss part of the movie to avoid advertisements before a movie.” by

age group.

Income 0-15,999 16- 26- 36- $56,000+ Totals

25,999 35,999 55,999
Under 30 10 05 (10%) 5 (10%) 15 (30%) 15 (30%) 50 (50%)
(20%)

11
30 and above 20 20 (40%) 2 (4%) 5 (10%) 3 (6%) 50 (50%)
(40%)
Total 30 25 (25%) 7 (7%) 20 (20%) 18 (18%) 100 (100%)
(30%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was represented by

12
Neilson Media Research.

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 8

“I will arrive late or miss part of the movie to avoid advertisements before a movie.” by

age group.

Education Some H.S. Some College Post- Totals

H.S. Diploma College Grad Grad
Under 30 10 (20%) 05 (10%) 5 (10%) 15 (30%) 15 (30%) 50 (50%)

30 and 20 (40%) 20 (40%) 2 (4%) 5 (10%) 3 (6%) 50 (50%)

above

Total 30 (30%) 25 (25%) 7 (7%) 20 (20%) 18 (18%) 100

(100%)

13
If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

14
 Table 9

“Advertisements shown before the movies do not affect my movie attendance.” by age

group.

Age SA A N D SD Totals
Under 30 10 05 5 15 15 50 (50%)
(20%) (10%) (10%) (30%) (30%)
30 and above 20 20 (40%) 2 (4%) 5 3 (6%) 50 (50%)
(40%) (10%)
Total 30 25 (25%) 7 (7%) 20 18 100 (100%)
(30%) (20%) (18%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

15
 Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

16
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table10

“Advertisements shown before the movies do not affect my movie attendance.” by age

group.

Gender SA A N D SD Totals
Under 30 10 05 5 15 15 50 (50%)
(20%) (10%) (10%) (30%) (30%)
30 and above 20 20 (40%) 2 (4%) 5 3 (6%) 50 (50%)
(40%) (10%)
Total 30 25 (25%) 7 (7%) 20 18 100 (100%)
(30%) (20%) (18%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

17
viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

18
 Table 11

“Advertisements shown before the movies do not affect my movie attendance.” by age

group.

Income 0-15,999 16- 26- 36- $56,000+ Totals

25,999 35,999 55,999
Under 30 10 05 (10%) 5 (10%) 15 (30%) 15 (30%) 50 (50%)
(20%)
30 and above 20 20 (40%) 2 (4%) 5 (10%) 3 (6%) 50 (50%)
(40%)
Total 30 25 (25%) 7 (7%) 20 (20%) 18 (18%) 100 (100%)
(30%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

19
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was represented by

Neilson Media Research.

Data Analysis

The following twelve tables illustrate the data for the Likert statements on the survey

instrument. The statement “I hate advertisements and commercials that are shown before a movie

at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since

79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot

to create a demarcation of differing cultural and age differences.

Table 12

“Advertisements shown before the movies do not affect my movie attendance.” by age

group.

20
Education Some H.S. Some College Post- Totals
H.S. Diploma College Grad Grad
Under 30 10 (20%) 05 (10%) 5 (10%) 15 (30%) 15 (30%) 50 (50%)

30 and 20 (40%) 20 (40%) 2 (4%) 5 (10%) 3 (6%) 50 (50%)

above

Total 30 (30%) 25 (25%) 7 (7%) 20 (20%) 18 (18%) 100

(100%)

If the results were valid, it could be concluded that adults over age 30 are generally more likely

to be offended by advertising in movie theatres than adults less than 30 years of age. If the data

was from an actual survey, it would also imply that the younger demographic have a more

accepting attitude toward advertising as a whole.

Affluent viewers are popular targets for a lot of advertising, including TV advertising.

Because they are bombarded by promotional messages so often and because they are more

frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all

advertising, including TV advertising. More affluent people tend to watch television less often

than less affluent people (Condry, 1989). When they do watch, presumably it is because they

expect to get gratification from the programming. Those affluent viewers who anticipate

enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent

viewers who are more sophisticated about television advertising are more likely to be offended

when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising

intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV

advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect

the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that

shows that 44% are in professional managerial positions, 46% are college educated, 46% are

21
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with

seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated

with affluence and income, the household income of the respondent survey was

22