The typicality and accessibility of consumer attitudes toward television advertising : implications for the measurement of attitudes toward advertising in general
Jin, Hyun Seung & Lutz, Richard J. (2013) The typicality and accessibility of consumer attitudes toward television advertising : implications for the measurement of attitudes toward advertising in general. Journal of Advertising, 42(4), pp. 343-357.
Despite the wide array of contemporary advertising formats and media, television advertising remains the most dominant form to which typical consumers are exposed. Research on attitudes toward advertising in general (Att-AiG) implicitly assumes that the Att-AiG measure represents advertising as a whole. A major finding of the current research is that consumers tend to have a mental representation, or exemplar, of the most typical type of advertising—television advertising—when they report their Att-AiG. Therefore, in reality, Att-AiG primarily reflects attitudes toward television advertising. In addition, the results of our experiments indicate that television ad exemplars generate temporal changes in consumers’ reported Att-AiG and attitudes toward television advertising. Theoretical and practical implications are discussed.
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|Item Type:||Journal Article|
|Keywords:||Consumer Attitudes, Television Advertising, Attitudes|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2013, American Academy of Advertising|
|Deposited On:||24 Nov 2014 23:56|
|Last Modified:||29 Nov 2014 07:21|
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