An Investigation of Factors Underlying Attitude-Toward-Advertising-in-General

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Abstract
Given the increased interest in, and practical importance of, the Attitude-toward-the-ad construct, it is imperative to examine more closely the antecedent factors that may influence/shape these ad-specific attitudes. This study investigated one antecedent that has been proposed in the literature: Attitude-toward-advertising-in-general. The results of an empirical study utilizing traditional attitude and belief items and a thought-elicitation exercise, support the notion that attitudes toward advertising are multi-dimensional, consisting of attitudes toward the institution as well as toward the instruments used by advertisers. The inclusion of valenced thought indices provided additional explanation of global attitudes toward advertising. Though some beliefs were found to influence attitudes, several often-cited beliefs (criticisms/ concerns) about advertising were not influential.