Attitude towards Advertising

2215 WordsJan 31, 20189 Pages
Attitude towards advertising Attitude is the best evaluation tools towards objects, people, and issues (Solomon, Marshall, & Stuart, 2008). In the simplest way, attitude is a mindset that enables to affect a person behavior or their action on a certain situation, which the actions are based on their past experiences. While, it can also understand as the individual responses are affected by their attitudes; and their attitudes are organized by the experiences (Pickens, 2009). In addition, attitude is also known as hypothetical constructs because it cannot directly be observed. However, some specific indirect indicators such as verbal expressions can be used to measure the attitudes (Zikmund, Babin, Carr, & Griffin, 2010). Therefore, there are several statements are used to measure the attitudes (Pollay & Mittal, 1993). Attitude towards advertising is a crucial concept as it is able to affect the advertisements effectively (Lutz, 1985; Mehta and Purvis, 1995; Mehta, 2000); meanwhile it can influence the perspective of a consumer to an advertisement (Mehta, 2000). For instance, a respondent’s favorable or unfavorable responses can be measured through the attitude towards advertising (MacKenzie & Lutz, 1989). In the past studies, there are many researchers reported unfavorable attitude towards advertising (Alwitt & Prabhaker, 1994; Mittal, 1994); and there is also a study stated that during 1960s and 1970s, there is a negative trend about the public attitude towards advertising
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