Attitude Towards Advertisements: An Empirical Study on the Antecedents
Published: 2019
Author(s) Name: Ajit Sadasivan |
Author(s) Affiliation: Assist. Prof., Dept. of Mgt. Studies, St. Joseph’s College of Engg., Chennai, Tamil Nadu, India.
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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
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