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Predictors And Outcome Of Attitudes Towards Advertising: Demographics, Personal Factors And Wom

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  • Ivana Kursan Milakovic

    (Faculty of Economics in Split)

  • Mirela Mihic

    (Faculty of Economics in Split)

Abstract

Attitudes towards advertising represent an important research concept of consumer behaviour and marketing communication. The main purpose of this research is to explore the importance of demographics (age, gender, education) and personal factors (shopping enjoyment, price sensitivity, intellect) for attitudes towards advertising formation, as well as the influence of such attitudes on word-of-mouth communication (WOM). The research included representative sample of thousand Croatian respondents. Data were analysed with a variety of statistical techniques including the structural equation modeling method. The results indicate that all researched factors represent the significant predictors of attitudes towards advertising, which additionally impact WOM dissemination. Besides the novel scientific insights these results provide some practical marketing implications. Namely, marketing experts can better understand the factors that predict consumer’s favourable attitudes towards advertising, which impact WOM information sending, and thus create adequate appeals and persuasive marketing communication. Research limitations and further research directions are presented at the end of the paper.

Suggested Citation

  • Ivana Kursan Milakovic & Mirela Mihic, 2015. "Predictors And Outcome Of Attitudes Towards Advertising: Demographics, Personal Factors And Wom," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 24(2), pages 409-432, december.
    • Handle: RePEc:avo:emipdu:v:24:y:2015:i:2:p:409-432
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    2. McKay-Nesbitt, Jane & Manchanda, Rajesh V. & Smith, Malcolm C. & Huhmann, Bruce A., 2011. "Effects of age, need for cognition, and affective intensity on advertising effectiveness," Journal of Business Research, Elsevier, vol. 64(1), pages 12-17, January.
    3. Wong, Yue-Teng & Osman, Syuhaily & Jamaluddin, Askiah & Yin-Fah, Benjamin Chan, 2012. "Shopping motives, store attributes and shopping enjoyment among Malaysian youth," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 240-248.
    4. Martin Eisend, 2011. "How humor in advertising works: A meta-analytic test of alternative models," Marketing Letters, Springer, vol. 22(2), pages 115-132, June.
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    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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