Original Interpretation of Attitudes in the Context of Advertising

Abstract

Research on consumer attitudes and their change under advertising influence is becoming a defining feature in advertising communication. The present review aims to outline recent advances in social psychology on the concept of “attitude” with an emphasis on the possibility of consumer attitudes being shaped by various advertisements. Some models of attitude formation and change are discussed, as well as some current views on the stability and strength of attitudes as part of advertising. The importance of the general attitude towards advertising, the credibility of advertising, as well as the ways of promoting products and services to achieve the most effective perception, remembering and the achieved impact through advertising is emphasized. Generalizations are synthesized for future research on the different attitudes and achievement of advertising effectiveness as a marketing communication tool.