International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Attitude Towards Advertisements: An Empirical Study on the Antecedents


Affiliations
1 Assistant Professor, Department of Management Studies, St. Joseph’s College of Engineering, Chennai, Tamil Nadu, India
     

   Subscribe/Renew Journal


Advertising can be used both for short term benefits like creating awareness, conveying information etc., and for long term benefits like building brand image and reputation to the brands. But, it is estimated that only half of all the advertisements actually result in positive effects on the consumers’ purchase behavior. So, there should be a better understanding about the consumers’ preferences before designing ads so that it reaches the prospective customers and in turn results in a sale. The purpose of the research study is to investigate the factors that influence youth’s attitude towards advertisements and its effect on the likelihood of adopting appropriate behavior. Structural equation modeling (SEM) is used to assess the influence of the factors on attitude towards advertising. It is found that among the four factors studied, only credibility, informative and pleasure/hedonic factors influence attitude towards the advertisement.

Keywords

Attitude Towards the Advertisement, Credibility, Informative, Pleasure/Hedonic.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A., & Bruzonne, D. E. (1981, October). Viewer perceptions of prime-time television advertising. Journal of Advertising Research, 21, 15-23.

  • Bae, S. W., Wright, L. B., & Taylor, R. D. (2001). Print advertising context effects: The influence of media credibility on advertisement credibility. Journal of Promotion Management, 6(1-2), 73-88.

  • Belch, G., & Belch, M. (2008). Advertising and promotion: Asn integrated marketing communication perspective. Los Angeles, CA: McGraw-Hill.

  • Ducoffe, R. H. (1996). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17, 1-18.

  • Eisend, M. (2006). Source credibility dimensions in marketing communication: A generalized solution. Journal of Empirical Generalizations in Marketing, 10(2), 1-33.

  • Eze, U. C., & Lee, C. H. (2012). Consumers’ attitude towards advertising. International Journal of Business and Management, 7(13), 94-108.

  • Feldman, J. (1999). Back-to-school buying guide. Money, 28(9), 165-168.

  • Fishbein, M. (1967). Readings in attitude theory and measurement. New York, NY: John Wiley.

  • Flanagin, A. J., & Metzger, M. J. (2008). Digital media and youth: Unparalleled opportunity and unprecedented responsibility. In M. J. Metzger & A. J. Flanagin (Eds.), Digital media, youth, and credibility (pp. 5-27), Cambridge, MA: MIT Press.

  • Goldsmith, R. E., & Lafferty, B. A. (1999). Corporate credibility in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the Ad. Journal of Business Research, 44(2), 109-116.

  • Grant, I. C., & Waite, K. (2003). Following the yellow brick road: Young adults’ experiences of the information super-highway. Qualitative Market Research: An International Journal, 6(1), 48-57.

  • Haghirian, P., & Inoue, A. (2007). Consumer attitude toward advertising on the mobile internet. International Journal of Mobile Communication, 5(1), 48-67.

  • Herbig, P., & Milewicz, J. (1995). To be or not to be... credible that is: A model of reputation and credibility among competing firms. Marketing Intelligence & Planning, 13(6), 24-33.

  • Holbrook, M. B., & Schindler, R. M. (1989). Some exploratory findings on the development of musical tastes. Journal of Consumer Research, 16(1), 119-124.

  • Keller, K. L. (1987, December). Memory factors in advertising: The effect of advertising retrieval cues on brand evaluations. Journal of Consumer Research, 14, 316-333.

  • Korgaonkar, P., & Wolin, L. (2002). Web usage, advertising, and shopping: Relationship patterns. Internet Research: Electronic Networking Applications and Policy, 12(2), 191-204.

  • Kotler, P. (2000). Marketing management. Engelwood Cliffs, NJ: Prentice Hall.

  • LaTour, M. S., & Henthorne, T. L. (1994). Ethical judgments of sexual appeals in print advertising. Journal of Advertising, 23(3), 81-90.

  • Ling, K. C., Piew, T. H., & Chai, L. T. (2010). Determinants of consumers’ attitude towards advertising, Canadian Social Science, 6(4), 114-126.

  • Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in Consumer Research, 10, 532-539.

  • Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects; Theory, research and application. Hillsdale, NJ: Lawrence Erlbaum Associate.

  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.

  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72.

  • Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D., & McCann, R. (2003). Credibility in the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Communication Yearbook, 27(1), 293-335.

  • Munusamy, J., & Wong, C. H. (2007). Attitude towards advertising among student at private higher learning institutions in Selangor. Journal of UNITAR, 3(1), 31-51.

  • Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82, 729-754.

  • Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.

  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.

  • Ozga, S. A. (1960). Imperfect markets through lack of knowledge. Quarterly Journal of Economics, 74, 29-52.

  • Petrovici, D., Marinova, S., Marinov, M., & Lee, N. (2007). Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania. Journal of International Marketing Review, 24(5), 539-562.

  • Pope, N. K. L., Voges, K. E., & Brown, M. R. (2004). The effect of provocation in the form of mild erotica on attitude to the ad and corporate image. Journal of Advertising, 33(1), 69-82.

  • Ramaprasad, J., & Thurwanger, M. L. (1998). South Asian students attitudes toward and beliefs about advertising: Measuring across cultures. Paper presented at the AEJMC Annual Conference on International Communication Division, Baltimore, MD.

  • Rieh, S. Y., & Danielson, D. R. (2007). Credibility: A multidisciplinary framework. Annual Review of Information Science and Technology, 41(1), 307-364.

  • Rubin, A. M. (2002). The uses-and-gratifications perspective of media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 525-548). Mahwah, NJ: Lawrence Erlbaum.

  • Schiffman, L., & Kanuk, L. (2010). Consumer behaviour (10th ed.). New York, NY: Pearson Education.

  • Sekaran, U. (2003). Research methods for business (4th ed.). Hoboken, NJ: John Wiley & Sons.

  • Self, C. S. (1996). Credibility. In M. B. Salwen & D. W. Stacks (Eds.), An integrated approach to communication theory and research (pp. 421-441). Mahwah, NJ.

  • Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82, 729-754.

  • Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.

  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.

  • Ozga, S. A. (1960). Imperfect markets through lack of knowledge. Quarterly Journal of Economics, 74, 29-52.

  • Petrovici, D., Marinova, S., Marinov, M., & Lee, N. (2007). Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania. Journal of International Marketing Review, 24(5), 539-562.

  • Pope, N. K. L., Voges, K. E., & Brown, M. R. (2004). The effect of provocation in the form of mild erotica on attitude to the ad and corporate image. Journal of Advertising, 33(1), 69-82.

  • Ramaprasad, J., & Thurwanger, M. L. (1998). South Asian students attitudes toward and beliefs about advertising: Measuring across cultures. Paper presented at the AEJMC Annual Conference on International Communication Division, Baltimore, MD.

  • Rieh, S. Y., & Danielson, D. R. (2007). Credibility: A multidisciplinary framework. Annual Review of Information Science and Technology, 41(1), 307-364.

  • Rubin, A. M. (2002). The uses-and-gratifications perspective of media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 525-548). Mahwah, NJ: Lawrence Erlbaum.

  • Schiffman, L., & Kanuk, L. (2010). Consumer behaviour (10th ed.). New York, NY: Pearson Education.

  • Sekaran, U. (2003). Research methods for business (4th ed.). Hoboken, NJ: John Wiley & Sons.

  • Self, C. S. (1996). Credibility. In M. B. Salwen & D. W. Stacks (Eds.), An integrated approach to communication theory and research (pp. 421-441). Mahwah, NJ.

  • Stigler, G. J. (1961). The economics of information. Journal of Political Economy, 69, 213-225.

  • Tsang, P. M., & Tse, S. (2005). A hedonic model for effective web marketing: An empirical examination. Industrial Management and Data Systems, 105(8), 1039-1052.

  • Wang, Y., Sun, S., Lei, W., & Toncar, M. (2009). Examining beliefs and attitudes toward online advertising among Chinese consumers. Direct Marketing: An International Journal, 3(1), 52-66.

  • West, M. D. (1994). Validating a scale for the measurement of credibility: A covariance structure modeling approach. Journalism Quarterly, 71(1), 159-168.

  • Woltman Elpers, J. L. C. M., Wedel, M., & Pieters, R. G. M. (2003). Why do consumers stop watching TV commercials? Two experiments on the influence of moment-to-moment entertainment and information value. Journal of Marketing Research, 40(4), 437-453.

  • Yang, C. C. (2000). Taiwanese students’ attitudes towards and beliefs about advertising. Journal of Marketing Communication, 6(3), 171-183.

  • Yang, X., & Smith, R. E. (2009). Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity. Marketing Science, 28(5), 935-949.

  • Zhu, J. J. H., & He, Z. (2002). Information accessibility, user sophistication, and source credibility: The impact of the internet on value orientations in Mainland China. Journal of Computer-Mediated Communication, 7(2).

  • Web References

  • http://www.decisionanalyst.com/publ_art/adeffectiveness.dai, Jerry W. Thomas, Decision Analyst, 2007 accessed on 14th May, 2016.

  • http://yas.nic.in/sites/default/files/National-Youth-Policy-Document%20.pdf accessed on 20th July, 2015.


Abstract Views: 256

PDF Views: 0




  • Attitude Towards Advertisements: An Empirical Study on the Antecedents

Abstract Views: 256  |  PDF Views: 0

Authors

Ajit Sadasivan
Assistant Professor, Department of Management Studies, St. Joseph’s College of Engineering, Chennai, Tamil Nadu, India

Abstract


Advertising can be used both for short term benefits like creating awareness, conveying information etc., and for long term benefits like building brand image and reputation to the brands. But, it is estimated that only half of all the advertisements actually result in positive effects on the consumers’ purchase behavior. So, there should be a better understanding about the consumers’ preferences before designing ads so that it reaches the prospective customers and in turn results in a sale. The purpose of the research study is to investigate the factors that influence youth’s attitude towards advertisements and its effect on the likelihood of adopting appropriate behavior. Structural equation modeling (SEM) is used to assess the influence of the factors on attitude towards advertising. It is found that among the four factors studied, only credibility, informative and pleasure/hedonic factors influence attitude towards the advertisement.

Keywords


Attitude Towards the Advertisement, Credibility, Informative, Pleasure/Hedonic.

References