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...