ARE WE MEASURING THE SAME

ATTITUDE? Is there a relationship

between the general attitude
towards advertising and attitude
towards specific media advertising
Need for the study

 To get a better understanding about attitude towards advertising in

general and its determinants.
 To get a better glance about what customer prefer more
 To find relationship between advertising in general and in specific
media
 To know consumer attitude in different media which is TV and Print
BASE ARTICLE

 ARE WE MEASURING THE SAME ATTITUDE? Is there a relationship

between the general attitude towards advertising and attitude
towards specific media advertising
Soo Jiuan Tan and Lily Chia
National University of Singapore
Journal:Marketing Theory
Literature Review

 Early research on attitude towards advertising (AG) has shown it to be a

multidimensional component, most often considered in economic or social terms
(Bauer and Geyser, 1968; Larkin, 1977; Anderson et al., 1978; Reid and Soley, 1982;
Andrews, 1989
 In most public surveys of attitudes towards advertising, only the abstract attitude(AG)
was asked when examining consumers’ attitude towards advertising in general (see,
for example, Zanot, 1981, 1984; Ducoffe, 1996; Previte, 1998; Shavittet al., 1998;
Schlosser et al., 1999; Mehta, 2000).
 it has been found that people are likely to seek information from print and
entertainment from broadcast (Speck and Elliott 1997)
Objectives

 To find the relationship between general attitude towards

advertising and attitudes towards specific media advertising(TV and
Print)
 To find out customers attitude towards print and television
advertising
 To find out people attitude towards advertising in general
Hypothesis

 H1 (a): APRINT and ATV are basic level constructs different from AG, which is an abstract level
construct.


 H2: The personal experience belief construct ‘Product Information’ is positively related to APRINT


 H3: The personal experience belief construct ‘Hedonic’ is positively related to ATV


 H4: The personal experience belief construct ‘Falsity/No sense’ is negatively related to ATV.


 H5: The personal experience belief construct ‘Social Image’ is positively related to ATV.
 H6: The macro belief construct ‘Good for the Economy’ is positively related to AG


 H7: The macro belief construct ‘Materialism’ is negatively related to AG

Research Methodology

 Study is both descriptive and exploratory

 Simple random sampling is using
Methods of data collection
Primary Data : Collecting using questionnaire from respondents
 Questions were scaled using a five-point interval Likert-like scale
ranging from
‘1 = Strongly Disagree’ to ‘5 = Strongly Agree
Statistical Tools
Statistical tools like spss frequency,Anova, correlation, multiple
regressions will be using
RESEARCH MODEL

Independent variables Dependent Variables

• Product • Attitude towards print
• Hedonic advertising
• Social • Attitude towards TV
• Falsity advertising
• Good for economy • Attitude towards general
• Materialism advertisement
 Product
Attitude towards
print
 Hedonic advertising

 Social Attitude towards

TV Advertising
 Falsity

 Good for economy

Attitude towards
general advertising
 Materialism
Research Question

 Is there a relationship between the general attitude towards

advertising and attitude towards specific media advertising?
Research process

 Study will be done among age group between 20-50

 Respondents will be advertisement viewers
 Will survey 200 respondants
 Spss will be used for final analysis Anova method will be used