Article2007

Attitude towards fashion advertisements with political content: impacts of opinion leadership and perception of advertisement message

16 citations0/0 files storedInternational Journal of Consumer Studies

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising

Abstract

Abstract Fashion advertisements with political content are unique in that they go against the accepted strategy of advertising. As fashion advertisements with political content become more prevalent, consumers’ reactions to them become an important subject of research. This study examines consumers’ attitudes towards fashion advertisements with political content with respect to fashion and political opinion leadership, political views, perception of advertisement message and product attitude. Results showed that attitude towards advertisements with political content was influenced significantly by the viewer's political views and agreement with the advertisement message, but not by political opinion leadership. Fashion opinion leadership influenced product attitude only for advertisements without political content. The viewers’ advertisement attitudes were carried over to product attitudes regardless of the presence of political message.

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References

1960Conflict, arousal, and curiosity.1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2005Politics in the Supermarket: Political Consumerism as a Form of Political Participation 1996Opinion Leaders and Opinion Seekers: Two New Measurement Scales 1996Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising 1970The Identity of Women's Clothing Fashion Opinion Leaders 1995The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude toward the Ad

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