The Effect Of Personal Value And Belief On Political Advertising Views : Chai Sin Hui Generation Neoteric Inheritors’ Perspective

The main aim of this study is to determine whether there are significant relationships between belief and personal values that will influence attitude toward political advertising view. General Election 13 was noted to be the most interesting in Malaysia’s history as has become the most competitive election public included the young voter. Respondents selected are neoteric-inheritor at the age between 15 and 21 years old as they are the future voters and limited in Sarawak only. The theory of reasoned action (TRA) will be employed in this study to form a framework to investigate the belief and personal value. However, subjective norm will not be used in this study. Thus, 11 statement of belief about political advertising will be adapted from exploratory studies and 3 dimension of person value will be adapted from List of Value (LOV). The results of have indicated misleading, interest for personal gain, ineffective, waste of resources, offensive, aid for development that has showed significant relationship among the hypotheses. Beside, this study revealed personal value is important as the entire personal values have shown significant to influenced attitude toward political advertising and lead to intentions