The typicality and accessibility of consumer attitudes toward television advertising: implications for the measurement of attitudes toward advertising in general

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Date: October-December 2013
From: Journal of Advertising(Vol. 42, Issue 4)
Publisher: Taylor & Francis Group LLC
Document Type: Article
Length: 10,653 words
Lexile Measure: 1300L

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Abstract :

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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Gale Document Number: GALE|A352488678