Dimensions of advertising attitudes

Abstract

Purpose Examines the similarities and differences in the dimensionality of advertising attitudes between Turkish and New Zealand consumers. Design/methodology/approach Survey data, collected by questionnaire from 303 respondents in Turkey and 189 respondents in New Zealand were first analysed separately using principal components analysis to identify the underlying dimensions of advertising attitudes. The factor congruency technique was then used to examine the extent of similarity between the two samples. Findings Advertising attitudes consist of social and economic dimensions. The dimensionality of these attitudes exhibits a fairly similar pattern across both countries. Research limitations/implications The study was limited to a particular sample. Extensions of the research to other samples is needed for cross‐validation. Potential moderators of advertising attitudes should also be considered in future research. Practical implications Findings suggest that advertisers in Turkey and New Zealand should create advertisements that are believable. The positive relationship between believability and overall attitudes towards advertising also suggests that advertisers should be sensitive to tactics that generate consumer scepticism. Originality/value Examines the relevance of previous North American and European findings in two culturally diverse countries.

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