Generalized and Personalized Beliefs Toward Advertising: Which are Better Predictors of Attitudes Toward Advertising in General?

Abstract

Some researchers believe that consumer distrust of advertising impedes advertising credibility and reduces marketplace efficiency (e.g., Calfee and Ringold 1987) and therefore is of great importance. From the perspective of individual advertisers, understanding consumers’ attitudes toward advertising is important because overall attitudes have been found to influence attitude toward specific advertisements (Lutz 1985), which in turn influences attitude toward brands and purchase intention (Mackenzie, Lutz, and Belch 1986).