Effect Of Belief And Personal Value On Sexual Disease Prevention Advertising Views : Generation Neoteric-Inherotirs’ Perspective

The study aims to explore neoteric-inheritor’s (15 until 21 years old) belief and personal values on sexual disease prevention advertising views. Past studies has shown that sexual disease becomes one of the more concern health issues in our society. As such, it is important to have health messages and past studies has shown that belief and personal value will influence young generation attitude towards sexual disease prevention advertising. The study is incorporated into adolescent’s attitude towards advertising and theory of reasoned action (TRA) will be adapted. The theory of reasoned action (TRA) is providing a framework to exploring belief and attitude towards advertising. Six statements of belief from exploratory studies and there dimension of personal value will deep discuss in this study. The target respondents are Sarawakian who under the age of 15 until 21 years old