Attitude Theory: The Relationships
As discussed earlier, the explanation of the attitude-behavior relationship is not simple nor without overlapping of different theories.
In the academic arena of advertising, however, we view attitude as one's feelings toward an object--specifically the advertising in general or specific advertisements.
Why is attitude so important to advertisers?
As marketing experts consider consumer behavior crucial in marketing decisions, advertisers must consider attitude equally important to communicating the advertising message, as well as the manner in which it is decoded by the consumer. The feelings that consumers experience toward advertising determine the effectiveness in reaching the target consumers and the success of clear message communication.
Thus, in order to gain a perspective of consumers' feelings, we look at consumers' attitudes toward advertising in general and toward specific advertisements.Next - The Overview - The Introduction - The Psychological Spectrum - The Relationships - The Economic Realm - The Conclusion - The Resources - The Contacts - The Author