Attitude Towards Advertising

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• Attitude towards advertisement and Brand Awareness:
Zinkhan and Fornell (1989) have found that Attitude towards advertisement is related to ad recall.
• Attitude towards advertisement and attitude towards brand:
Gabriel, Debra, et.al (1992) investigated the applicability of two contrasting perspectives--an independent or direct effects model and a mediated or indirect effects model. In a lab setting they manipulated the brand's ad picture and also measured respondents Attitude towards advertisement ratings (before/after choice). Attitude towards advertisement was found to have a direct effect on choice over attitude towards brand and also an indirect effect through attitude towards brand. • Attitude towards advertisement and Purchase:
Moore …show more content…

They have observed that when the attitude towards the brand is favourable, the chances of buying the product significantly increases. Their models have been used extensively in studies of attitudes towards advertising (Andrews, 1989; Andrews et al., 1994; Muehling, 1987; Ramaprasad, 2001). Their view explains the relation of attitude towards advertisements, intent and behaviour. Vakratsas and Ambler (1999) their model forms the basis of most persuasive hierarchy models.

Rajeev and Dubey (2013) in a study comprising of 177 respondents, concluded that value of advertising is a partial mediator effect between the relationship of perceived irritation, entertainment and attitude towards online advertisement.
2.6.5 Purchase Intention:
Stewart (1986) advertising’s ultimate objective as a medium is to influence or alter purchase behaviour. Vakratsas and Ambler (1999) and Barry and Howard (1990) have observed that advertising brings hierarchical effects eventually leading towards brand …show more content…

Urban and Hauser (1993) explain the importance of measuring purchase intention, as it is used for concept testing and it can help to take decision regarding which geographical area should be selected for product launch. Bird and Ehrenberg (1966) purchase intentions are effective measure for pretesting and evaluate promotions of both, new as well as existing products. Juster (1966) and Morrison (1979) have observed that purchase intention is a good indicator or future demand of existing products. Fishbein and Ajzen (1975, 1980) have noted that behavioural intention sh9ould be measured as it is a key variable, which is used for predicting future behaviour. Sheppard et al. (1988) conducted a meta- analysis and found that purchase intent performs well in prediction of actual behaviour. Thus is acts as a valid proxy for actual purchase behaviour. Schlosser (2003) opines that purchase intention is increasingly used by researchers as a proxy measure for purchase behaviour.

Bonfield (1974 ) in his field study comprising of 300 respondents concludes that behavioural intention is determined by social influence and attitude.
Warshaw (1980) notes that most models show intent as an intervening variable between attitude and choice behaviour. Thus it was concluded that intentions outperforms beliefs or other cognitive measures as behavioural correlates.

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