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Marketing Theory, Vol. 7, No. 4, 353-377 (2007)
DOI: 10.1177/1470593107083162

Are we measuring the same attitude? Understanding media effects on attitude towards advertising

Soo Jiuan Tan

National University of Singapore, biztansj{at}nus.edu.sg

Lily Chia

National University of Singapore

This article empirically explores the relationship between the general attitude towards advertising and the attitude towards advertising in specific media: television and print. Our results support the proposition that attitude towards advertising in general (AG) is an abstract level construct while attitude towards television advertising (ATV) and attitude towards print advertising (APRINT) are experience-based constructs in the consumer's structure of attitudes towards advertising. We found a significantly negative reciprocal relationship between ATV and APRINT, a significantly positive reciprocal relationship between ATV and AG, and a non-significant relationship between APRINT and AG. Macro level belief factors like `good for the economy' and `materialism' are related positively and negatively to AG, respectively. The personal experience belief factor of `product information' is positively related to APRINT while personal experience belief factors like `hedonic' and `falsity/no sense' are related positively, and `social image' is related negatively, to ATV. Implications for future research and advertising practices are discussed.

Key Words: •attitude towards advertising •attitude towards print advertising •attitude towards television advertising • media effects •structural equation model


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