Consumers' Attitudes Towards Advertising: A Canadian Perspective

Crane, F. G.

doi:10.1080/02650487.1991.11104441

Cited by 14 publications

(8 citation statements)

References 4 publications

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“…In terms of advertising's social effects, consumers have expressed concerns about issues such as materialism and stereotype portrayals (Crane, 1991). Advertising has also been strongly criticized for its emphasis on the ease and desirability of obtaining products (Barnes, 1982).…”

Section: Hypothesesmentioning

confidence: 99%

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

Tan

Chia

2007

Marketing Theory

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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 (A G ) is an abstract level construct while attitude towards television advertising (A TV ) and attitude towards print advertising (A PRINT ) are experience-based constructs in the consumer's structure of attitudes towards advertising. We found a significantly negative reciprocal relationship between A TV and A PRINT , a significantly positive reciprocal relationship between A TV and A G , and a non-significant relationship between A PRINT and A G . Macro level belief factors like 'good for the economy' and 'materialism' are related positively and negatively to A G , respectively. The personal experience belief factor of 'product information' is positively related to A PRINT while personal experience belief factors like 'hedonic' and 'falsity/no sense' are related positively, and 'social image' is related negatively, to A TV . 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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Section: Hypothesesmentioning

confidence: 99%

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

Tan

Chia

2007

Marketing Theory

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“…Public attitudes to advertising have been the subject of considerable research and commentary (Alwitt & Prabhaker, 1992;Bauer & Greyser, 1968;Crane, 1991;Mittal, 1994;Muehling, 1987;O'Donoghue, 1995, Pollay & co-workers, 1986Shavitt, Lowrey, & Haefner, 1998;Zanot, 1984). An analysis of the available literature suggests that attitudes are ambivalent, vary by country and within countries by demographic variables, and center on major attitudinal themes (e.g., attitudes toward the instrument and attitudes toward the institution that is advertising [O'Donoghue, 1995]).…”

Section: Consumer Perceptions Of Advertisingmentioning

confidence: 99%

Sponsorship and advertising: A comparison of consumer perceptions

Meenaghan¹

2001

Psychol. Mark.

106

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“…nature of business, demographic and nationality of the retailers (e.g., Otnes & Faber 1989: Frederick-Collins 1992Nowak, Cameron & Krugman 1993: VanAuken et al 1994. Several studies have also examined the factors in consumers' promotion perceptions (e.g., Larkin 1979;Crane 1991: Heyder. Musiol & Peters 1992.…”

Section: Literature Reviewmentioning

confidence: 99%

Strategic Promotion Management Approach -Is it relevant for the small independent retailers?

Fam

Merrilees

2015

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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The purpose of this paper is to examine whether strategic promotion management approach is relevant to the small independent retailers. To address this question, we contrasted the promotion approaches of 397 small independent stores and 115 chain stores. The data were collected from clothing and shoe retailers across eight Australian capital cities. The key findings is that they do in fact adapt their promotion mix to suit their strategic needs. Thus although small independent retailers may lack the financial resources and managerial expertise of larger retailers, they have been found to possess some degree of sophistication in respect to their promotion mix management.

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Consumers' Attitudes Towards Advertising: A Canadian Perspective

Cited by 14 publications

References 4 publications

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

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

Sponsorship and advertising: A comparison of consumer perceptions

Strategic Promotion Management Approach -Is it relevant for the small independent retailers?

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