search query: @freeterm WERBEFORSCHUNG / total: 10
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| Author: | Pollay, R.W. Mittal, B. |
| Title: | Factors, determinants, and segments in consumer criticism of advertising |
| Journal: | Journal of Marketing
1993 : JUL, VOL. 57:3, p. 99-114 |
| Index terms: | |
| Freeterms: | WERBUNG, WERBEPSYCHOLOGIE, WERBEFORSCHUNG |
| Language: | eng |
| Abstract: | Consumer distrust of advertising is of great importance because it impedes advertising credibility and reduces marketplace efficiencies. The purpose of this research are to explore the adequacy of the classical measure of advertising's perceived effects, to build and test a more comprehensive model of beliefs and attitudes toward advertising, to identify the latent factors in consumers' belief structures about advertising, and to estimate the relative importance of belief factors in relation to global attitudes. |
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