Measuring attitude towards advertisements: A comprehensive model in the new

P V Sanesh; Vandana Ahuja; Naseem Abidi

doi:10.53730/ijhs.v6nS4.6714

Authors

Sanesh P V Research Scholar, ABS, Amity University
Vandana Ahuja Professor, ABS, Amity University
Naseem Abidi Dean, Skyline University Sharjah

Keywords:

Advertising, Attitude, Comprehensive Model, Determinants, Precedents

Abstract

Attitude towards advertising is recommended as a valid and significant predictor of advertising outcomes such as consumers' ad engagement, brand attitude, and purchasing behaviour. In the past, the major models developed and determinants used for evaluating attitudes toward advertisements were influenced by the early consideration that advertisement generally means television commercials. Recent reports have confirmed a paradigm shift in media consumption habits of consumers from traditional media to digital media for their entertainment, information, and social needs. Presumably, based on evolved media consumption patterns, these may change in the title, order, and magnitude of cognitive factors associated with attitude towards advertisement, thus necessitating new combinations of factors for attitude evaluation. This study presents a detailed review of articles related to attitude toward advertisement in general and specific media, intended to identify and suggest a new comprehensive model for determining the attitude towards advertisement. The meta-analysis of 86 data points indicated that the usage frequency and relevancy of some cognitive factors are more significant, and some factors can be clubbed together.

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