CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
Advertising is increasingly important in our modern life (Munusamy & Wong, 2007). It was because it can use to transmit a message to a great number of audiences easily (Al-Boloshi, 2010). Hence, many researchers have done their research about advertising. For example, there are many researchers test about the entertainment, informativeness, and credibility of mobile advertising (Haghirian & Madberger, 2005; Chowdhury et al., 2010; Al-Boloshi, 2010). Nonetheless, the rapid development on internet has made the usage of online advertising frequently move upward (Yunos, Gao, & Shim, 2003). Hence, this has intensified the interest of researchers to do relevant studies about advertising.
While many researchers have been dedicated to examining advertising, the essential of attitude towards advertising has also been recognized. Attitude towards advertising is known as a vital concept to identify the effectiveness of advertising (Lutz, 1985; Mehta & Purvis, 1995; Mehta, 2000; Ling et al., 2010). The impact on attitude towards advertising which in turn can also influence behavioral intention (Wolin et al., 2002). Besides, as the precursor of attitude towards advertising, beliefs about advertising is also important to investigate (Tan & Chia, 2007). As another precursor, personal values are adopted to investigate in this study (Kopanidis, 2009). Therefore, this study is set up to investigate the antecedent and outcome of attitude towards advertising.
2.2 Attitude towards Advertising
Attitude is the best evaluation tools towards objects, people, and issues (Solomon, Marshall, & Stuart, 2008). In the simplest way, attitude is a mindset that enables to affect a person behavior or their action on...
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...ing (Al-Boloshi, 2010). They use TRA as their underpinning basis to study their research. For example, in Al-Boloshi’s study (2010), he was using three components to direct the respondent behavior. The three items are behavioral, normative, and control. Attitude towards behavior is also used to guide the construction of behavioral intention. Ultimately, intention is used to predict the behavior (Al-Boloshi, 2010). Moreover, there is also researcher adopted TRA in advertising, For instance, in de Run & Ting research (2013), they have adopted TRA to study students attitude towards advertising. They use attitude to determine behavior and intention, and which in turn beliefs are used to predict attitude (de Run & Ting, 2013). Hence, in this study, beliefs will be used as one of the antecedent to predict attitude, and behavioral intention will be determined by attitude.
In social psychology, a person’s attitude is a “cognition that often with some degree of aversion or attraction (emotional valence), that reflects the classification and evaluation of objects and events” (attitude, 2011). Typically, attitudes are examined because of the desire to observe and understand one’s behavior. Behaviors are the “potential and expressed capacity for physical, mental, and social activity during the phases of human life” (human behaviour, 2011). Social psychologists have found that attitude and behavior can be influenced and even changed through different means of persuasion.
Advertising is now as a communication strategy in order to construct consumer’s actions and beliefs about their desire of the products. Most companies will hire advertisement department to promote their products through a creative advertising. However, advertisement not only promotes products for companies but also could influence their sale since the competitive marketing all over the world. All of the companies use advertising to promote their products, therefore, the job of advertisement companies in order to use advertising as a communication strategy and transfer its valuable message to consumers. Since the advertising marketing has become extensive and competitive, for most advertisement companies, the only way to attract audience’s attention is to be more
A concept that surfaced in the early 1920’s, advertising is a tactic that has been used to influence and persuade the people to participate in consumerism. Advertising in the 1950’s was mainly displayed by the use of the television, newspapers, billboards, and the radio. At the turn of the twenty-first century, advertisers began to rely more on the Internet and technology to share and provide information based on their products. Many relied on the usage of electronic billboards, sporting events, and even video
This magnification in information technology and systems has coerced the way marketing is carried out in the world today. There are different ways to conduct advertising that was not there before. The online platforms have eased e-commerce and payments being made through the competitors. Therefore, a competitor may capitalize on the online platforms and succeed, but by so doing forget the people who use traditional methods of communication, such as television sets and newspapers. As a result, it necessitates for a more integrated approach to advertising. There is the need to account for every single user in the target market.
There are three significant aspects for advertising: 1) A persuading selling message, 2) prospects for the products or service, and finally 3) at the lowest possible cost (Jefkins 5). The first aspect deals with how to persuade people in believing that the product that is being advertised is absolutely salutary. The second however identifies which ta...
According to Ahmed & Talaat (2009), advertising is a way to introduce new products or new idea to mass audiences. Successful Internet advertisement is a powerful tool to communicate with young generations and can guide their attitudes. Advertisement can create trend and influence general thinking of the public. They suggested that advertisement is an influential way in communicating to public about corporate branding and product positioning as it can change people perception and attitude towards the brand and the company.
We live in a society where advertising plays a significant role in our lives. By being flooded with by products and brands which encourage ...
An intention is a type of judgment about how, in the present context, a consumer will behave towards a particular
Beliefs and Attitudes: People obtain beliefs and attitudes through action and learning. These things influence their purchasing behavior. Belief is the detail of idea that people are adhered to something, for example, believing in ghost. Attitude is feeling, emotion, and evolution of people’s preference that has been existed for a long time. In addition, expression tends to some habit or thought. (Phillip kotler, 2004, page 269-270) Marketing man has to adjust his product corresponding to target consumers’ attitude. He must make the consumers believe that his product is superior to the competitors.
In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, 2010:249). Some of the attitude models that are considered as important are the following: the single-component attitude model, the tri-component, the multi-attribute attitude model (Rousseau, 2007:195), the theory of trying-to-consume model and the attitude-toward-the-ad models (Shiffman & Kanuk, 2010:255).
Advertising research in the conative dimension - deals with the consumer behavior, particularly the intention to purchase and the actual purchasing behavior. In the buying predisposition research, the consumers are asked their probability of purchasing a service or product presented in an advertising campaign. In these studies, the actual sales are tracked when consumers are exposed to advertisements.
An attitude is the value a person assigns to something or someone. For example, individuals have differing attitudes against all kinds of aspects such as immunisations, asylum seekers and people with disabilities. People may have either a negative or positive attitude towards these particular examples because of numerous internal and external factors. Attitude formation theories help us understand how another person’s attitude takes shape and why people have these specific beliefs. Often, peoples attitudes about something will reflect in their behaviour and how they act towards it.
As Bangladesh is a densely populated country it has one of the emerging markets in Asia. That is why advertisement industry has much potential in this country. There are many advertising firms in Bangladesh. Asiatic, Grey advertising, Mediacom, Adcom, Clockwork there are some popular and well established advertising agencies in Bangladesh. These agencies are making advertisements for so many corporate and governmental organizations. They are producing world standard commercials and attracting large sum of consumers in this country. Local and international organizations are spending huge amount of money each year on advertising to increase consumers’ interest toward the advertised products. Now a days ad maker are concentrating on capturing the emotional feelings or thoughts on particular matter and making ads focusing on it so that it makes a deep impact on consumer’s behavior and attitude towards the product. As a result, people are seeing advertisements that contain love, passion, culture, celebration, joy, patriotism and historic attachment. This research will try to find out and analyze the impact of advertisements on consumer behavior and attitude in perspective of Bangladesh consumer market.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.