Attitudes Towards Advertising of Banking Loans Among Russians
https://doi.org/10.26794/2308-944X-2020-8-4-67-71
Abstract
The article presents the results of an empirical study of the features of evaluating advertising of banking products. 99 respondents with a different experience of borrowing behaviour, aged 18 to 66, 37 per cent males, were assessed. The respondents were asked to rate, using the semantic differential methodology, two pictures depicting mortgage advertisements from VTB and Otkritie banks. By comparing the average values of the ratings, we found that advertising for banking products is evaluated more negatively, even if the ideal option is presented. Actual advertising images are rated significantly lower than ideal images — people with real experience of taking loans rate advertising for banking products as more benevolent.
Keywords
advertising of banking loans,
social advertising,
political advertising,
semantic differential,
experience of taking loans
Supporting agencies: The work was carried out with the financial support of the Russian Foundation for Basic Research (RFBR), grant No. 19–013–00544 an “Emotional assessment of commercial, political and social advertising by Russian consumers in the context of psychological polarization of consciousness”.
About the Authors
M. Gagarina
Financial University; Institute of Psychology of the Russian Academy of Science
Russian Federation
Russian Federation
Maria Gagarina - Ph.D. in Psychology, Associate Professor, Department of Psychology and Human Development; Researcher at the Laboratory of social and economic psychology
Moscow
E. Vlasenkovab
Lomonosov Moscow State University
Russian Federation
Russian Federation
Ekaterina Vlasenkovab - Master Student, Economic Faculty
Moscow
References
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Review
For citations:
Gagarina M., Vlasenkovab E. Attitudes Towards Advertising of Banking Loans Among Russians. Review of Business and Economics Studies. 2020;8(4):67-71. https://doi.org/10.26794/2308-944X-2020-8-4-67-71
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