The Demographic and Psychographic Antecedents of Attitude toward Advertising

Attitude toward advertising has been widely researched in the last few decades. Its ubiquitous effect on the advertising industry manifests itself in the domain of consumer purchasing behavior and in the freedom of the industry in placing its messages in media outlets.

The Demographic and Psychographic Antecedents of Attitude toward Advertising

Mohan J. Dutta-BergmanPurdue University
Advertising is an integral element of modern life. In spite of its rapid growth in recent years (Shavitt, Lowrey, and Haefner, 1998), the advertising industry has been concerned with improving its tarnished public image (Mittal, 1994). Attitude toward advertising has been extensively researched (O'Donohoe, 1995) since the first comprehensive published academic work by Bauer and Greyser (1968). Researchers from the advertising industry as well as from academia have been interested in the effect of...

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