Differences in Attitudes toward TV Advertising: VCR Usage as a Moderator

Seonsu Lee · James R. Lumpkin

46 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Media and Digital Communication Consumer Market Behavior and Pricing

Abstract

With the rapid growth in VCR penetration levels, the increased usage of VCR will come at the expense of broadcast television viewing. It is also likely that commercials are deleted during recording or skipped during playback. In this study, the attitudes toward TV advertising between the VCR owners and non-owners, and between tapers and non-tapers among VCR users are investigated. While no differences in attitude between the VCR users and the non-users in general are suggested, it is found that there are significant differences between the users who ‘zip and zap’ TV commercials and the users who do not.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1977Attitude-behavior relations: A theoretical analysis and review of empirical research.1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1981Attitude toward the AD as a Mediator of Consumer Brand Choice 1975The Fishbein Extended Model and Consumer Behavior 2026Information Processing Research in Advertising 1983Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations

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