Journal articles: 'Ad Attitude'

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Rieger, Diana, Franzisca Bartz, and Gary Bente. "Reintegrating the Ad." Journal of Media Psychology 27, no. 2 (2015): 64–77. http://dx.doi.org/10.1027/1864-1105/a000131.

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Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

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Nam In-Yong and 장천. "Impact of Mobile App Ad Characteristics on Ad Value and Ad Attitude." A Journal of Brand Design Association of Korea 12, no. 4 (2014): 197–208. http://dx.doi.org/10.18852/bdak.2014.12.4.197.

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Muehling, Darrel D., and Michelle McCann. "Attitude toward the Ad: A Review." Journal of Current Issues & Research in Advertising 15, no. 2 (1993): 25–58. http://dx.doi.org/10.1080/10641734.1993.10505002.

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Jain, Varsha, Subhadip Roy, and Advita Pant. "Effect of colour and relative product size (RPS) on consumer attitudes." TRANSNATIONAL MARKETING JOURNAL 1, no. 1 (2013): 41–58. http://dx.doi.org/10.33182/tmj.v1i1.420.

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Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes incorporating the moderating role of product familiarity. An experimental design was used, with a sample size of 420 respondents of 18-25 years in a 3 (Product Size: Large/Med/Small) X 2 (Ad Colour: CL/BW) X 2 (Gender: Male/Female) full factorial design. The dependent variables were attitude towards the advertisement, attitude towards the brand and purchase intention with product familiarity as the moderating variable. Colour scheme of the ad was not found to have any effect on the consumers’ attitude, while medium size of the product relative to the ad size was found to be the most preferred option. Product familiarity was found to have significant moderating impact. Females were more influenced by the colour and picture size as compared with males. Implications for practitioners in designing ad content and layout are discussed.

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Laczniak, Russell N., and Les Carlson. "Examining the influence of attitude-toward-the-ad on brand attitudes." Journal of Business Research 19, no. 4 (1989): 303–11. http://dx.doi.org/10.1016/0148-2963(89)90012-x.

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김철호. "Ethical Intention on Ad Creative, Perception on Ad Regulation, and Attitude toward Ad Appeal." Journal of Korea Design Forum ll, no. 36 (2012): 93–104. http://dx.doi.org/10.21326/ksdt.2012..36.008.

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Lee, Eun-Mi, and Sungjoon Yoon. "Does Cultural Brand Sponsorship Pay Off?" International Journal of Customer Relationship Marketing and Management 12, no. 2 (2021): 1–16. http://dx.doi.org/10.4018/ijcrmm.2021040101.

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This study aims to find out whether a company's cultural sponsorship activities contribute to improving the consumers' attitude toward the company's product ads. To do so, the researchers adopted three intermediate factors such as corporate image, self-brand congruity, and self-monitoring. This study found that consumer attitude toward cultural sponsorship significantly affects corporate image. Self-brand congruity significantly mediates between attitude toward cultural sponsorship and the company's product ad attitude measured for two types of ads: image-based ad and product-based ad. This study also found that self-monitoring with cultural sponsorship activities significantly moderate between self-brand congruity and ad attitude. The finding that not only the corporate image but the attitude toward cultural sponsorship contributed to a positive ad attitude through brand congruity sheds significant strategic insights for brand management.

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Smith, Robert E. "Integrating Information from Advertising and Trial: Processes and Effects on Consumer Response to Product Information." Journal of Marketing Research 30, no. 2 (1993): 204–19. http://dx.doi.org/10.1177/002224379303000206.

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Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three independent variables are manipulated: the information source (ad only, trial only, and ad plus trial), information sequence (ad/trial and trial/ad), and favorability of trial (positive and negative). Results show that (1) advertising can lessen the negative effects of an unfavorable trial experience on brand evaluations, especially when the ad is processed first, (2) when negative trial precedes exposure to advertising, cognitive evaluations of the ad are more negative, (3) the ability of ad attitudes to influence brand cognitions and brand attitudes is significantly reduced after trial, and (4) the ability of brand cognitions to influence brand attitudes is significantly increased after trial. Implications for advertising research and practice are discussed.

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Biehal, Gabriel, Debra Stephens, and Eleonora Curio. "Attitude toward the Ad and Brand Choice." Journal of Advertising 21, no. 3 (1992): 19–36. http://dx.doi.org/10.1080/00913367.1992.10673373.

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Yoon, Sung-Joon, and Ji Eun Park. "Do sensory ad appeals influence brand attitude?" Journal of Business Research 65, no. 11 (2012): 1534–42. http://dx.doi.org/10.1016/j.jbusres.2011.02.037.

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Burke, Marian Chapman, and Julie A. Edell. "The Impact of Feelings on Ad-Based Affect and Cognition." Journal of Marketing Research 26, no. 1 (1989): 69–83. http://dx.doi.org/10.1177/002224378902600106.

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The authors examine the relationships among feelings generated by new television ads for unfamiliar products, judgments of the ads’ characteristics, brand attribute evaluations, attitude toward the ad, and attitude toward the brand in a simultaneous equation model. Feelings affect attitude toward the ad and attitude toward the brand directly and indirectly. The particular effects of three different dimensions of feelings—upbeat, warm, and negative—are identified. The results are robust to multiple viewings of the ad, different measurement delay periods, and the particular ad seen.

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Raharjo, Wahyu, and Widyastuti Widyastuti. "Ad Intrusiveness dan Sikap Konsumen terhadap Iklan On-Line pada E-Commerce." BISMA (Bisnis dan Manajemen) 11, no. 2 (2019): 117. http://dx.doi.org/10.26740/bisma.v11n2.p117-130.

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There are lots of online advertisements presented by E-commerce, but online advertising in the form of remarketing is the most intrusive advertisement. Remarketing ad is included as an ad intrusiveness which is very disturbing and can build a negative attitude towards ad, and it will make a negative purchase intention too. But in reality, this advertisement is very developed and almost E-commerces implement it, while what happens is that many consumers actually feel annoyed. The purpose of this study is to analyze and discuss the effect of ad intrusiveness in the form of remarketing toward purchase intention of E-commerce with an attitude toward ad as an intervening variable. The sampling technique used is non-probability sampling with judgmental sampling method. The sample used was 220 respondents. Respondents in this study were E-commerce users aged 19 and above who had seen ad intrusiveness in the form of remarketing. Questionnaire uses likert scale and processing using path analysis. The results show that ad intrusiveness has a negative and significant effect on attitude toward ad and attitude toward ad has a positif and significant effect ad toward purchase intention.

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Darmawan, Didit, Rahayu Mardikaningsih, and Mila Hariani. "The Effects Of Endorser Credibility, Attitude Toward To ADS, And Brand Attitude On Purchase Intention." RELASI : JURNAL EKONOMI 15, no. 2 (2019): 263–76. http://dx.doi.org/10.31967/relasi.v15i2.311.

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Development of motorcycle industry in Indonesian was represent by four producer’ from Japan, such Honda, Suzuki, Yamaha, and Kawasaki. Each brand was known by society, but how would people perceived it. How celebrity endorsements affect consumer purchase decisions is studied extensively by marketing and social psychology researchers. This research will measure endorser credibility of one of motorcycle brand. This research also conducts to discuss the impact of endorser credibility on attitude toward to ad and also the impact of attitude toward to ad and brand attitude on consumers’ purchase intention. Researcher used path analysis with the AMOS program to calculate the effect of each variable to consumers’ purchase intention. It’s suggested that brand attitude would greater impact on consumers’ purchase intention compare to rather than attitude toward to ad. A model will be developed to describe these relationships.

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Burton, Scot, and Donald R. Lichtenstein. "The Effect of Ad Claims and Ad Context on Attitude toward the Advertisement." Journal of Advertising 17, no. 1 (1988): 3–11. http://dx.doi.org/10.1080/00913367.1988.10673098.

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Rodgers, Shelly, Glen T. Cameron, and Ann M. Brill. "Ad Placement in E-Newspapers Affects Memory, Attitude." Newspaper Research Journal 26, no. 1 (2005): 16–27. http://dx.doi.org/10.1177/073953290502600103.

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Robideaux, Douglas R. "Party Affiliation and Ad Attitude Toward Political Ads." Journal of Marketing Theory and Practice 10, no. 1 (2002): 36–45. http://dx.doi.org/10.1080/10696679.2002.11501908.

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BAYRAK MEYDANOĞLU, Ela Sibel, Ahmet Mete ÇİLİNGİRTÜRK, Rıza ÖZTÜRK, and Müge KLEIN. "AN EMPIRICAL CROSS-COUNTRY STUDY ON CONSUMERS’ ATTITUDE TOWARDS AUGMENTED REALITY ADVERTISING." Business & Management Studies: An International Journal 8, no. 2 (2020): 1424–54. http://dx.doi.org/10.15295/bmij.v8i2.1467.

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The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes towards advertising is the perceived value of the ad. The aim of this study is to analyze the relationship between AR ad value and consumer attitude and to investigate the factors that affect the perceived value of AR ads among the youth both in Turkey and Germany. The mentioned relations were represented in a research model developed in the study. It was proposed that informativeness, entertainment, novelty, interactivity and self-efficacy have a positive effect on advertising value while irritation and deceptiveness have a negative effect. It was also proposed that ad value affects consumers’ attitudes positively. To test the proposed hypotheses, online surveys were conducted among a group of 365 respondents in Germany and a group of 391 respondents in Turkey. The survey results were then tested by Structural Equation Modeling (SEM). Contrary to expectations, the proposed research model as a whole did not fit and the hypotheses were not supported for Turkish consumers. For German consumers the model was fitted and the hypotheses were supported.

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Cheong, Yunjae, Federico de Gregorio, and Kihan Kim. "Viewer perceptions of television commercials: a conceptual replication." Journal of Consumer Marketing 34, no. 7 (2017): 612–23. http://dx.doi.org/10.1108/jcm-03-2016-1743.

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Purpose The authors conceptually aim to replicate and update an early stream of research to find the key dimensions used by today’s audiences. They also show that the dimensions are directly related with attitude toward the ad, product attitude change and product recommendation and test the moderating impact of FCB Grid product type. Design/methodology/approach Across two studies, the authors survey a nationally representative sample of 1,223 US adults. Findings Consumers evaluate commercials using the dimensions: Dislikable, Meaningful, Ingenious and Warm. The latter three are positively related with ad attitude, attitude change and recommendation, whereas Dislikable is negatively related. Furthermore, results show that High and Low Involvement Think products moderate the relation between all four dimensions and all three outcomes. Only Meaningful affects the outcomes for High Involvement Feel products, whereas only Ingenious affects Low Involvement Feel product outcomes. Research limitations/implications The research is limited to TV commercials, limiting generalizability to other media. Furthermore, the sample is limited to the USA. Practical implications The paper provides a parsimonious four-dimension model for advertiser use. These dimensions also predict ad attitudes, product recommendation, and attitude change. The results further show that for emotionally driven products with high involvement, commercials should focus on meaningfulness. For emotionally driven products with little involvement, ads should emphasize creative elements. Originality/value Addressing the paucity of replications in marketing, this paper replicates and extends a stream of research to reveal dimensions consumers use to evaluate commercials and demonstrates their practical applications.

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Khoiruman, Muhammad, and Ambar Warniati. "CONSUMER DECISION MODEL (CDM) ANALYSIS OF EFFECTIVENESS VIDEOTRON ADVERTISING SERVED IN SURAKARTA." ProBank 2, no. 1 (2017): 69–81. http://dx.doi.org/10.36587/probank.v2i1.167.

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This study aims to analyze the effectiveness of Videotron media ads served in Surakarta using the Consumer Decision Model (CDM) Analysis. Viewed ad serving costs in videtron large enough it is necessary to study the effectiveness of the ads served on videtron. The model that is used in measuring the effectiveness of an ad in this research is the Consumer Decision Model (CDM). The research objective was to determine the effect the message of the ad (Information), branding (Brand Recognition), the formation of an attitude (Attitude), the level of confidence in the message (Confidence), and intention to purchase (Intention) market target after seeing ad impressions through Videotron. The study population is a society in Surakarta with sampling method is purposive sampling of 200 respondents Data analysis technique using Structural Equation Modeling (SEM) which resulted in the conclusion that the message of the ad (Information) positive effect but not significant with branding (Brand Recognition), formation attitude (attitude), and the level of confidence in the message (confidence). Brand recognition is positive and significant impact on the confidence and attitude while confidence and attitude positive and significant effect on the intention to purchase (Intention) market target after seeing ad impressions through Videotron. Outcomes of this study are: enrichment of teaching materials, especially marketing management, Scientific publications (national journals) and an input for an advertiser, the advertising company and the Government of Surakarta about the effectiveness of the ads served through Videotron so they can be a policy in the future.Keywords: Videotron, advertising, Consumer Decision Model, Information, Brand Recognition, Attitude, Confidence, and Intention

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Khoiruman, Muhammad, and Ambar Warniati. "CONSUMER DECISION MODEL (CDM) ANALYSIS OF EFFECTIVENESS VIDEOTRON ADVERTISING SERVED IN SURAKARTA." ProBank 2, no. 1 (2017): 69–81. http://dx.doi.org/10.36587/probank.v2i1.167.

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This study aims to analyze the effectiveness of Videotron media ads served in Surakarta using the Consumer Decision Model (CDM) Analysis. Viewed ad serving costs in videtron large enough it is necessary to study the effectiveness of the ads served on videtron. The model that is used in measuring the effectiveness of an ad in this research is the Consumer Decision Model (CDM). The research objective was to determine the effect the message of the ad (Information), branding (Brand Recognition), the formation of an attitude (Attitude), the level of confidence in the message (Confidence), and intention to purchase (Intention) market target after seeing ad impressions through Videotron. The study population is a society in Surakarta with sampling method is purposive sampling of 200 respondents Data analysis technique using Structural Equation Modeling (SEM) which resulted in the conclusion that the message of the ad (Information) positive effect but not significant with branding (Brand Recognition), formation attitude (attitude), and the level of confidence in the message (confidence). Brand recognition is positive and significant impact on the confidence and attitude while confidence and attitude positive and significant effect on the intention to purchase (Intention) market target after seeing ad impressions through Videotron. Outcomes of this study are: enrichment of teaching materials, especially marketing management, Scientific publications (national journals) and an input for an advertiser, the advertising company and the Government of Surakarta about the effectiveness of the ads served through Videotron so they can be a policy in the future.Keywords: Videotron, advertising, Consumer Decision Model, Information, Brand Recognition, Attitude, Confidence, and Intention

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Gardner, Meryl Paula. "Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?" Journal of Marketing Research 22, no. 2 (1985): 192. http://dx.doi.org/10.2307/3151364.

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Gardner, Meryl Paula. "Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?" Journal of Marketing Research 22, no. 2 (1985): 192–98. http://dx.doi.org/10.1177/002224378502200208.

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The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing “sets”—brand evaluation and nonbrand evaluation—are reported. Findings suggest that attitude toward the advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set.

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Ganesan, Muruganantham, and Esther Princess George. "A study on the effectiveness of aesthetically appealing print recruitment advertisement." Management Research Review 42, no. 4 (2019): 506–20. http://dx.doi.org/10.1108/mrr-01-2018-0023.

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Purpose The purpose of this paper is to assess the nature of intervention of job seeker’s perception of organizational attraction and attitude toward ad and organization in the application intention produced by aesthetics of print job ads. Design/methodology/approach An aesthetically appealing faculty-opening job advertisement was used as stimuli and around 250 responses to an administered questionnaire were collected from among job seekers in the academic domain. Partial least square structural equation modeling (PLS-SEM) was used to test the hypothesis. Findings According to the results of the study, aesthetic features of print recruitment ad, even though insignificant in directly inducing job seeker intention to apply, significantly enhanced their organizational attraction and attitudes, and thereby, their application intention. Therefore, job seeker’s perception of organizational attractiveness and attitude were found to full mediate this relationship, regardless of the job seekers’ degree of familiarity with the organization. Practical implications This study encourages recruiters in the academic job sectors to design and administer aesthetically appealing job advertisements to maximize the high talent pool of applicants from which to choose. Originality/value This study is the first of its kind in the Indian context in terms of print recruitment advertising. This study is also original in reporting organizational attraction and attitude towards ad and organization as mediators of application intention produced by ad aesthetics.

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MacKenzie, Scott B., Richard J. Lutz, and George E. Belch. "The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations." Journal of Marketing Research 23, no. 2 (1986): 130–43. http://dx.doi.org/10.1177/002224378602300205.

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Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.

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Fitrianti, Ayang. "Terpaan Pesan Iklan Anti Kekerasan Radio PRAMBORS dan Interaksi Peer Group terhadap Sikap Anti Kekerasan Remaja." Jurnal The Messenger 9, no. 2 (2017): 194. http://dx.doi.org/10.26623/themessenger.v9i2.443.

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<em>Characteristic teen expressive, always curious and receptive to new values in this era of globalization should be directed and escorted on positive things like Prambors Radio which serve Ad Links anti Violence. Therefore, this study aims to determine the extent of Exposure to Violence Ad Links Prambors Radio and Peer Group of the Attitudes of Teen Violence. The method used in this research is quantitative method, explanatory paradigm of positivistic. The theory used in this study is the Social Learning Theory by Bandura and the theory of Hierarchy Effect Model. This study uses survey respondents were 116 respondents who are listeners Prambors Radio. Based on this research, it can be concluded that the inundation Ad Links Anti Violence positively related to Attitude Teen Violence. In addition the results also showed that interaction with the Peer Group also showed a significant positive correlation to the attitude of Teen Violence.</em>

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Kim, Doyeop, Matthew Walker, Jun Heo, and Gi-Yong Koo. "Sport league website: an effective marketing communication tool for corporate sponsors." International Journal of Sports Marketing and Sponsorship 18, no. 3 (2017): 314–27. http://dx.doi.org/10.1108/ijsms-08-2017-097.

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Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue. Design/methodology/approach The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research. Findings This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.

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김철호. "The Effect of Ad Exposure Motivation and Creative Techniques on Attitude toward Ad and Reinforcing Ad Exposure Motivation." Journal of Korea Design Forum ll, no. 34 (2012): 467–78. http://dx.doi.org/10.21326/ksdt.2012..34.042.

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Vera, Jorge, and Marco Espinosa. "CONSUMER INVOLVEMENT AS A COVARIANT EFFECT IN RETHINKING THE AFFECTIVE-COGNITIVE RELATIONSHIP IN ADVERTISING EFFECTIVENESS." Journal of Business Economics and Management 20, no. 2 (2019): 208–24. http://dx.doi.org/10.3846/jbem.2019.8099.

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The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable (younger/digital vs. older/traditional). With a sample of n = 307 consumers, a structural statistical path model is implemented to empirically test the hypotheses. It is found that involvement has an effect on attitude towards the ad and on ad cognition. Thus, it is established that the ad cognition variable, rather than attitude towards the ad, has a strong statistical effect on behavioural intentions. The model suggests that the level of the consumer’s attention to the ad depends on her/his degree of involvement with the product. Also, the evidence tends to indicate that the cognitive process through which the consumer builds purchase intentions is similar in both communication channels irrespective of age difference.

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Kim, Sung-Jae, and Ming-Ji Yu. "Relative Influence of Ad Attitude and Brand Cognition On the Brand Attitude - Focused On Direct Comparative, Indirect Comparative, and Noncomparative Ad -." Journal of the Korea Contents Association 9, no. 8 (2009): 341–49. http://dx.doi.org/10.5392/jkca.2009.9.8.341.

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Amali, Muhammad Thoyib. "PENGARUH TERPAAN IKLAN ONLINE DAN KELOMPOK REFERENSI TERHADAP PERILAKU ADOPSI GO-JEK DI KOTA SEMARANG YANG DIMEDIASI OLEH SIKAP KONSUMEN." Jurnal Audience 2, no. 1 (2019): 1–19. http://dx.doi.org/10.33633/ja.v2i1.2692.

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AbstrakBerlandaskan pada teori difusi inovasi, penelitian ini bertujuan untuk menganalisis dampakterpaan iklan online dan kelompok referensi terhadap perilaku adopsi GO-JEK yang dimediasioleh sikap konsumen. Penelitian ini dilakukan pada 100 responden yang tersebar di KotaSemarang. Teknik analisis yang digunakan adalah teknik analisis jalur menggunakan SmartPLS3.0. Berdasarkan pengujian hipotesis yang ada, terpaan iklan online dan kelompok referensimemiliki pengaruh signifikan terhadap perilaku adopsi GO-JEK, di mana sikap konsumenmengambil peran sebagai mediasi parsial pada hubungan variabel-variabel tersebut. Hasilpenelitian ini menunjukkan bahwa paparan iklan online dan kelompok referensi tidak sertamerta mempengaruhi perilaku adopsi GO-JEK, tetapi lebih membentuk sikap terhadap GOJEK,yangkemudianmemengaruhiperilakuadopsipada GO-JEK itu sendiri.Melihatnilai sikapkonsumenyangrendahdalamindikatorkemudahanmenemukandriverpenelitimenyarankanagarpihak GO-JEK memperluas penyebarandriver.Kata Kunci: Terpaan Iklan Online, Kelompok Referensi, Sikap Konsumen, Adopsi GO-JEK AbstractBy implementing the innovation diffusion theory this research has aims to analyze the impactof online ad exposure and reference group on GO-JEK adoption behaviour with the mediatingrole of consumer attitude. This research was interviewing 100 respondents spreaded acrossSemarang City. The analysis technique used was path analysis using SmartPLS 3.0. Based onthe existing hypothesis testing, online ad exposure and reference group has a significant effecton GO-JEK adoption behaviour where the consumer attitude taking role as a partial mediationon the relation of those variables. The study indicates that online ad exposure and reference group does not necessarily affect GO-JEK adoption behavior, but rather shapes attitudes towards GO-JEK, which then influences adoption behaviour on GO-JEK it self. Based on the lowvalue of consumers attitude on finding the drivers, we suggest GO-JEK to expand their driverdeployment.Keywords: Online Ad Exposure, Reference Group, Consumers Attitude, GO-JEK Adoption

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Zou, Yang, Ning Song, Yong-bo Hu, et al. "Caregivers’ attitude toward disclosure of Alzheimer's disease diagnosis in Urban China." International Psychogeriatrics 29, no. 11 (2017): 1849–55. http://dx.doi.org/10.1017/s1041610217001132.

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ABSTRACTBackground:Disclosing the diagnosis of Alzheimer's disease (AD) to a patient is controversial. There is significant stigma associated with a diagnosis of AD or dementia in China, but the attitude of the society toward disclosure of such a diagnosis had not been formally evaluated prior to our study. Therefore, we aimed to evaluate the attitude toward disclosing an AD diagnosis to patients in China with cognitive impairment from their caregivers, and the factors that may affect their attitude.Methods:We designed a 17-item questionnaire and administered this questionnaire to caregivers, who accompanied patients with cognitive impairment or dementia in three major hospitals in Shanghai, China. The caregiver's attitude toward disclosing the diagnosis of AD as evaluated by the questionnaire was compared to that of disclosing the diagnosis of terminal cancer.Results:A majority (95.7%) of the 175 interviewed participants (mean 14.2 years of education received) wished to know their own diagnosis if they were diagnosed with AD, and 97.6% preferred the doctor to tell their family members if they were diagnosed with AD. If a family member of the participants suffered from AD, 82.9% preferred to have the diagnosis disclosed to the patient. “Cognitive impairment” was the most accepted term by caregivers to disclose AD diagnosis in Chinese.Conclusion:This study suggests most of the well-educated individuals in a Chinese urban area favored disclosing the diagnosis when they or their family members were diagnosed with AD.

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Nabila, Shifa, and Adrian Achyar. "ANALYSIS OF FACTORS AFFECTING USERS’ ATTITUDE TOWARD THE YOUTUBE ADS AND THEIR EFFECTS ON PURCHASE INTENTION." JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA 17, no. 2 (2020): 91–100. http://dx.doi.org/10.29259/jmbs.v17i1.8858.

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ABSTRACTResearch Purposes – This study aims to identify five factors in YouTube advertising (entertainment, informativeness, customization, irritation and credibility) which might effect on ad value, and attitude toward YouTube ads, leading to purchase intention of consumers.Methods – The study uses conceptual models where their hypothesis is that the ad value is positively correlated with respect to the attitude toward YouTube ads, which then affects consumer’s purchase intention.Result – This study found that entertainment, customization, and credibility is positively effected to advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads and purchase intention of consumer.Research limitations – For this study, our respondents include 248 active YouTube users in Indonesia that will be used for data collection and analysis.Originality/value – In addition, this study found that irritation is negatively effected to advertising advertising value on YouTube, and informativeness has no effect on advertising value on YouTube.Keywords: Ad value, attitude toward YouTube ads, credibility, customization, entertainment, informativeness, irritation, purchase intention.

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Gahlot Sarkar, Juhi, Abhigyan Sarkar, and Rambalak Yadav. "Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals." Young Consumers 20, no. 3 (2019): 190–207. http://dx.doi.org/10.1108/yc-08-2018-0840.

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Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

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Kim, Taemin, and Jeesun Kim. "How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes." Sustainability 13, no. 12 (2021): 6775. http://dx.doi.org/10.3390/su13126775.

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Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

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Eshghi, Abdolreza, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "Impact of online advertising on adolescent’s brand attitudes." Marketing Intelligence & Planning 35, no. 6 (2017): 706–23. http://dx.doi.org/10.1108/mip-11-2016-0213.

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Purpose The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined. Design/methodology/approach Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions. Findings The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed. Originality/value The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

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Holmes, Todd A. "Effects of self-brand congruity and ad duration on online in-stream video advertising." Journal of Consumer Marketing 38, no. 4 (2021): 374–85. http://dx.doi.org/10.1108/jcm-07-2019-3333.

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Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

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Kelly, Kathleen J., Michael D. Slater, and David Karan. "Image Advertisements’ Influence on Adolescents’ Perceptions of the Desirability of Beer and Cigarettes." Journal of Public Policy & Marketing 21, no. 2 (2002): 295–304. http://dx.doi.org/10.1509/jppm.21.2.295.17585.

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The authors examine whether attitude toward the ad (A ad ) and attitude toward the brand (A b ) mediate the effects of visual, image-oriented content in advertisements on perceptions of the desirability of beer and cigarettes, as well as of soft drinks. Adolescents (n = 384) rated either image advertisements with visuals for cigarettes, beer, and soft drinks or comparable tombstone advertisements that had no photographs or drawings. Advertisements with image-oriented visuals were found to directly produce more positive A ad , A b , and attitude toward the product category (A pc ) evaluations than did the tombstone versions. The authors then used structural equation modeling to examine the relationship among A ad , A b , and A pc. The results were generally supportive of the proposed mediating model. Also, little support was found for the assumption of some advocacy groups and policymakers that to be well received by adolescents, cigarette advertisements require human models. The authors discuss implications of findings for advertising research and public policy.

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Moon Jae-Hak. "The Relative Influence of Political Ad Attitude and Candidate Cognition On the Candidate Attitude - Focused On Direct Comparative, Indirect Comparative, and Noncomparative Ad -." Management & Information Systems Review 32, no. 5 (2013): 101–17. http://dx.doi.org/10.29214/damis.2013.32.5.006.

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Kinnucan, Henry W., and Meenakshi Venkateswaran. "Effects of Generic Advertising on Perceptions and Behavior: The Case of Catfish." Journal of Agricultural and Applied Economics 22, no. 2 (1990): 137–51. http://dx.doi.org/10.1017/s1074070800001899.

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AbstractAn eight-equation partially-recursive econometric model is specified to indicate the effects of catfish advertising on product awareness, beliefs, attitude and consumption. Results indicate the ad campaign in its first year (i) increased consumers' awareness of farm-raised catfish 15 percent, (ii) improved consumers' perceptions of and attitude toward catfish 3 to 6 percent, and (iii) increased at-home and restaurant purchases of catfish 12 to 13 percent. The response to the ad campaign is broken down into an “attitude effect” and a “reminder effect” to determine the relative behavioral importance of the affective and cognitive components of the ad copy. Model simulations suggest primacy of the reminder effect, implying the factual content of the ads had less impact on behavior than the mere presence of the ads.

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Nedjat-Haiem, Frances R., Tamara J. Cadet, Anup Amatya, and Shiraz I. Mishra. "Healthcare Providers’ Attitudes, Knowledge, and Practice Behaviors for Educating Patients About Advance Directives: A National Survey." American Journal of Hospice and Palliative Medicine® 36, no. 5 (2018): 387–95. http://dx.doi.org/10.1177/1049909118813720.

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Background: Advance care planning for end-of-life care emerged in the mid-1970’s to address the need for tools, such as the advance directive (AD) legal document, to guide medical decision-making among seriously ill patients, their families, and healthcare providers. Objective: Study aims examine providers’ perspectives on AD education that involve examining (1) a range of attitudes about educating patients, (2) whether prior knowledge was associated with practice behaviors in educating patients, and (3) specific factors among healthcare providers such as characteristics of work setting, knowledge, attitudes, and behaviors that may influence AD education and documentation. Design: To examine providers’ views, we conducted a cross-sectional, online survey questionnaire of healthcare providers using social media outreach methods for recruitment. Methods: This study used a cross-sectional survey design to examine the proposed aims. Healthcare providers, recruited through a broad approach using snowball methods, were invited to participate in an online survey. Logistic regression analyses were used to examine providers’ views toward AD education. Results: Of 520 participants, findings indicate that most healthcare providers said that they were knowledgeable about AD education. They also viewed providing education as beneficial to their practice. These findings suggest that having a positive attitude toward AD education and experiencing less organizational barriers indicate a higher likelihood that providers will educate patients regarding ADs. Conclusion: Various disciplines are represented in this study, which indicates that attitudes and knowledge influence AD discussions. The importance of AD discussions initiated by healthcare providers is critical to providing optimal patient-centered care.

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Abitbol, Alan, and Miglena M. Sternadori. "Consumer location and ad type preferences as predictors of attitude toward femvertising." Journal of Social Marketing 10, no. 2 (2020): 179–95. http://dx.doi.org/10.1108/jsocm-06-2019-0085.

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Purpose This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising). Design/methodology/approach An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents. Findings The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising. Research limitations/implications The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings. Practical implications Marketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages. Social implications The relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households. Originality/value As the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.

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Lin, Ker-Neng, Yi-Chu Liao, Pei-Ning Wang, and Hsiu-Chih Liu. "Family members favor disclosing the diagnosis of Alzheimer's disease." International Psychogeriatrics 17, no. 4 (2005): 679–88. http://dx.doi.org/10.1017/s1041610205001675.

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Background: Past negative attitudes towards patients with Alzheimer's disease (AD) have changed in recent years. However, the disclosure of AD diagnosis to patients and family remains an unresoved issue. In this study, we surveyed the family members of neurological patients in Taiwan for the purpose of assessing their attitudes towards the disclosure of AD diagnosis.Methods: The study sample consisted of family members (150, age range 23–89 years, mean 55.0±14.3) who accompanied patients to a neurology outpatient clinic from September 15 to November 24, 2003. The subjects were given an Attitude Questionnaire on AD Disclosure.Results: An overwhelming majority (93%) of subjects favored disclosure of the diagnosis if, hypothetically, they personally were affected by AD. However, a smaller majority of family members (76%) favored disclosure of the diagnosis to current AD patients. Reasons for favoring disclosure included a patient's or family member's right to know, the possibility of assistance in coping with and understanding dementia, and slowing down the progression of the disease by early treatment, as well as the increased probability of accepting treatment and life activity training. Reasons for favoring the withholding of disclosure included the risk of causing the patient emotional disturbance, worsening the disease, the irrelevance of disclosure to drug therapy, and the possibility of causing suicidal ideation. Subjects' attitudes towards disclosure of AD diagnosis were unaffected by their knowledge of dementia, the presence of a family member with AD, their role as the primary caregiver, the length of time that AD symptoms persisted, and the number of hours per day spent in caring for AD patients.Conclusions: In Taiwan, family members of neurological patients strongly favor being informed and the disclosure of AD diagnosis to the family.

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Benoit, Ilgım Dara, Elizabeth G. Miller, Elika Kordrostami, and Ceren Ekebas-Turedi. "Improving the effectiveness of anti-texting and driving PSAs: the effect of ad elements on attitude change." Journal of Social Marketing 11, no. 2 (2021): 167–86. http://dx.doi.org/10.1108/jsocm-06-2020-0103.

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Purpose Public service announcements (PSAs) are frequently used tools to try to change attitudes and behaviors on social issues, including texting and driving, which has been social problem for over a decade. However, the effectiveness of such PSA campaigns often meet with varying degrees of success, suggesting changes to current anti-texting and driving campaigns are needed. This study aims to examine how to design more effective anti-texting and driving PSA campaigns by identifying the elements of existing campaigns that have the strongest impact on attitude change. Design/methodology/approach In total, 682 respondents from Amazon’s Mechanical Turk participated in an online study in which they evaluated 162 real-world anti-texting and driving ads. Respondents evaluated the ads on various ad elements (i.e. type of appeal, source of emotion, discrete emotions and perceived creativity), as well as their attitudes toward the issue after seeing the ad. Findings PSAs that use emotional (vs rational) appeals, evoke emotion through imagery (vs text) and/or use fear (vs disgust, anger or guilt) result in the largest changes in attitude. In addition, more creative PSAs are more effective at changing attitudes. Originality/value Overall, the results provide useful information to social marketers on how to design more effective anti-texting and driving campaigns.

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김철호. "Ethical Intention on Ad, Attitude toward Ad, and Clients' Social Responsibility(CSR) - Concentrated on Silver Business." Journal of Ethics 1, no. 82 (2011): 213–38. http://dx.doi.org/10.15801/je.1.82.201109.213.

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Raja, Md Washim, Sandip Anand, and David Allan. "“How Ad Music Attitude-Based Consumer Segmentation Can Help Advertisers”." Journal of International Consumer Marketing 32, no. 5 (2020): 383–99. http://dx.doi.org/10.1080/08961530.2020.1731398.

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Kim, Hye‐Shin, and Mary Lynn Damhorst. "Environmental attitude and commitment in relation to ad message credibility." Journal of Fashion Marketing and Management: An International Journal 3, no. 1 (1999): 18–30. http://dx.doi.org/10.1108/eb022545.

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Estrada, Marta M., Diego Monferrer, Miguel A. Moliner, and Javier Sánchez. "Attitudes Towards Ads and Age. A Study in Seniors." Revista Brasileira de Marketing 13, no. 3 (2014): 01–16. http://dx.doi.org/10.5585/remark.v13i3.2725.

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Older adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items.DOI: 10.5585/remark.v13i3.2725

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Machleit, Karen A., Chris T. Allen, and Thomas J. Madden. "The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect." Journal of Marketing 57, no. 4 (1993): 72–82. http://dx.doi.org/10.1177/002224299305700406.

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The authors propose that for mature brands, ad-evoked affect will not have a strong influence on brand attitude; they formulate brand interest, a new construct, as a more relevant consequence of ad-evoked affect. They present empirical evidence to support their theory regarding the consequences of ad-evoked affect for mature brands.

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Shin, Sumin, and Eyun-Jung Ki. "The effects of congruency of environmental issue and product category and green reputation on consumer responses toward green advertising." Management Decision 57, no. 3 (2019): 606–20. http://dx.doi.org/10.1108/md-01-2017-0043.

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Purpose The purpose of this paper is to examine the congruence effect of the product and claimed environmental issue on green advertising on consumer responses as well as the moderation effect of the perceived green reputation of the product on the congruence effect. Design/methodology/approach A two-by-two designed experiment (high/low congruence × high/low green reputation) with a covariate (ad skepticism) was conducted via online survey recruiting 179 college students. Findings High congruence of green issue and product category generated positive ad attitude, sponsor attitude, behavioral intention (BI), sponsor credibility and message credibility. Low green reputation positively affected ad attitude and BI. An interaction effect of congruence and green reputation on BI occurred. Originality/value This study contributes to suggest a new approach to green reputation by examining a perception of a product category in terms of green reputation. The study findings recommend marketing communication managers to keep high congruence of their product category and claimed environmental issue to maximize communication effectiveness.

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Storme, Martin, Nils Myszkowski, Andres Davila, and Frank Bournois. "How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention." Journal of Consumer Marketing 32, no. 6 (2015): 432–40. http://dx.doi.org/10.1108/jcm-10-2014-1187.

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Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude, brand attitude and purchase intentions. Design/methodology/approach – Two empirical studies were conducted using self-report questionnaires. Findings – In Study 1 (N = 176), the measure of self-reported subjective processing fluency was pretested. As expected, it was found to be sensitive to visual and semantic features of advertisements and to predict attitudes toward an advertisement. In Study 2 (N = 204), mediation analyses showed that self-reported subjective processing fluency was a predictor of attitude toward the advertisement (through attention and processing depth), attitude toward the brand (through processing depth) and purchase intentions (through processing depth). Research limitations/implications – The results emphasize the role of cognitive processing in explaining the effect of processing fluency on attitudes in marketing research. Practical implications – Practitioners could use this theoretical framework and take into account the fluency with which consumers process information to improve the way they advertise their products. Originality/value – The results suggest that self-reported subjective processing fluency can be relevant to predicting consumers’ attitudes because it increases attention and processing depth of the advertisement.

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Journal articles on the topic 'Ad Attitude'

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