The paper discusses the past studies that define the construct “attitude towards advertising” and that identify the various dimensions underlying it. The study compares the various views of the authors and the context in which the attitude towards advertising have been defined. Attitude towards advertising have generally been defined as a learned predisposition to respond in a favorable or unfavorable manner to advertising in general or to a particular advertising stimuli. Informativeness, entertainment/hedonic pleasure, irritation, good for economy, materialism and value corruption have been identified as the dimensions of attitude towards advertising in general (advertising as institution). This study seeks to investigate the attitude of consumers towards advertising in general. The relationship between the various belief factors and the attitude towards advertising is also tested. A small sample was collected from Delhi and NCR. The results indicate a positive attitude of people towards advertising. The study confirms the positive relationship of social role, hedonic/pleasure and good for economy dimensions with attitude towards advertising in general (AG), and negative relationship between corrupts value and AG.
Beliefs, Attitude, Advertising
