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Original Interpretation of Attitudes in the Context of Advertising

Author

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  • Lyubomira SPASOVA

    (Department of Social Sciences and Business Language Training, Faculty of Economics, Trakia University, Stara Zagora, Bulgaria)

Abstract

Research on consumer attitudes and their change under advertising influence is becoming a defining feature in advertising communication. The present review aims to outline recent advances in social psychology on the concept of “attitude” with an emphasis on the possibility of consumer attitudes being shaped by various advertisements. Some models of attitude formation and change are discussed, as well as some current views on the stability and strength of attitudes as part of advertising. The importance of the general attitude towards advertising, the credibility of advertising, as well as the ways of promoting products and services to achieve the most effective perception, remembering and the achieved impact through advertising is emphasized. Generalizations are synthesized for future research on the different attitudes and achievement of advertising effectiveness as a marketing communication tool.

Suggested Citation

  • Lyubomira SPASOVA, 2022. "Original Interpretation of Attitudes in the Context of Advertising," Business & Management Compass, University of Economics Varna, issue 3-4, pages 183-197.
    • Handle: RePEc:vrn:journl:y:2022:i:3-4:p:183-197
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    References listed on IDEAS

    as
    1. Daniel Starch, 1923. "Research Methods in Advertising," The ANNALS of the American Academy of Political and Social Science, , vol. 110(1), pages 139-143, November.
    2. Eric Luis Uhlmann & Anthony Greenwald & Andrew Poehlmann & Mahzarin Banaji, 2009. "Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity," Post-Print hal-00516146, HAL.
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    More about this item

    Keywords

    Attitudes toward advertising; credibility and effectiveness of advertising;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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