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Belief Structure of Consumers Towards Advertising: An Empirical Investigation

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  • RP Saxena

Abstract

Beliefs and attitudes of people about advertising differ. A belief is a descriptive thought that a person holds about something which may be based on knowledge, opinion or faith. Whereas, attitudes are summary evaluation of objects which lead people to behave in a fairly consistent way toward similar objects. Keeping this fact in mind, the present study was undertaken to study the factors underlying the belief structure of consumers towards advertising consideration taking into seven factors viz. Materialism, Lifestyle Imagery, Product Information, Value Corruption, Entertainment, Incredibility and Economic Effects. The findings of this exploratory study have significant implications for marketers, advertisers and researchers as they clearly indicate that advertising has great influence on consumer behaviour.

Suggested Citation

  • RP Saxena, 2000. "Belief Structure of Consumers Towards Advertising: An Empirical Investigation," Paradigm, , vol. 4(2), pages 66-77, July.
    • Handle: RePEc:sae:padigm:v:4:y:2000:i:2:p:66-77
    DOI: 10.1177/0971890720000208
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