Public Attitude Toward Advertising: An Empirical Study of Northern India

Abstract

Attitude toward advertising is one of the main antecedents of attitude toward advertisements; which in turn affect the feelings of consumers about products or brands. The present study measures the public attitude toward advertising in general (Ag) as well as toward the ‘institution of advertising’ and ‘instrument of advertising’. The paper studies the need for separate constructs of attitude-institution and attitude-instrument. The impact of demographics on attitude toward advertising has also been studied. A sample of 873 respondents from North Indian States has been drawn for the study. The study reveals the attitude-institution and attitude-instrument as separate but correlated constructs. Demographic variables were found to have moderate effect upon attitude toward advertising.

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