Advertising, Marketing, Communication design

The research aimed to assess the attitude of the young adults in Hong Kong regarding the Chinese Herbal Medicines (CHM) and to evaluate the reasons behind the shift in attitude. Further the research hypothesised that young adults prefer advertisements that provide a loss or fear orientation, and that ad likeability is directly related to positive emotional response from the viewers. The research also hypothesised that ad likeability and positive perception about the effectiveness of the product, and ad likeability and purchase behaviour are correlated. Further, it was postulated that there is a hierarchy of factors that consumers employ to judge a CHM. The research was conducted using quantitative survey method of data collection and employed mathematical and statistical methods of data