Attitudes toward Advertising by Lawyer’s among Hong Kong Consumers | Zendy

Kara Chan | Zendy; Vivienne Leung | Zendy; Len Tsang | Zendy; Toby C. Y. Yip | Zendy

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Attitudes toward Advertising by Lawyer’s among Hong Kong Consumers

Author(s) -

Kara Chan,

Vivienne Leung,

Len Tsang,

Toby C. Y. Yip

Publication year - 2012

Publication title -

asian journal of business research

Language(s) - English

Resource type - Journals

eISSN - 2463-4522

pISSN - 1178-8933

DOI - 10.14707/ajbr.120011

Subject(s) - advertising , appeal , context (archaeology) , selection (genetic algorithm) , psychology , political science , business , law , geography , archaeology , artificial intelligence , computer science

A qualitative study was conducted to investigate attitudes toward advertising by lawyer’s in Hong Kong. The study found that interviewees in general appreciated the information values of these advertisements. There were mixed views regarding the impact on the image of the lawyers brought about by advertising by lawyer’s. Some interviewees found the advertisements helpful and hence perceive that the lwayers was now more approachable and transparent. However, some interviewees found advertising by lawyer’s that use price appeal misleading. They perceived the lawyers to have become more commercialized. Interviewees expressed concern that advertising by lawyer’s encourage the seeking of litigation as a preferred way of problem solving. The study informs lawyers regarding message design and media selection in the marketing of their services in a Chinese context.

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