Antecedents of Attitudes Towards Advertising in the New Paradigm: An Empirical Study

P.V. Sanesh, Anupam Narula and Naseem Abidi

Micro & Macro Marketing, 2024, issue 2, 301-328

Abstract: The general antecedents of attitudes towards advertisements have traditionally leaned towards those of television ads because advertisements are generally perceived as Tv ads. However, this study aims to identify the relevant factors that determine attitudes towards advertisements in the present paradigm, where there is a remarkable shift in consumers’ media consumption patterns from television to digital media. With 1,140 respondents and the inclusion of all factors outlined in major models from the past 31 years used to determine attitudes towards advertisements, the findings reveal that only 11 of these factors remain significant in the current landscape. This empirical study provides new insights, demonstrating that many commonly used factors are no longer applicable. The following factors have been found to be relevant: hedonic, social role, involvement, information, entertainment, relevance, good for the economy, and personalization all exhibit significant positive effects on consumer attitudes towards advertisements. Conversely, falsity, irritation, and privacy concerns have been identified as factors with a significant negative impact on consumer attitudes towards advertisements. The excluded variables, which lack statistical significance, include monetary benefits, value corruption, peer influence, invasion of privacy, targeting, credibility, and materialism

Keywords: Advertising; attitude towards advertising; model for advertisement attitudes; determinants; antecedents for advertising attitudes (search for similar items in EconPapers)
Date: 2024
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