| Author: | Dutta-Bergman, M. J. |
| Title: | The demographic and psychographic antecedents of attitude toward advertising |
| Journal: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 102-112 |
| Index terms: | advertising consumers attitudes |
| Language: | eng |
| Abstract: | This paper analyses the individual-difference antecedents of attitude toward advertising. Besides the traditional demographic variables, psychographic antecedents are suggested based on past theory. Findings of this study indicate that both demographic and lifestyle factors contribute to the attitude toward advertising affecting the informational value of advertising and the support for its censorship. |
SCIMA