Modeling the Effects of Attitudes Toward Advertising on the Internet

Abstract

The notion that consumer attitudes toward products and advertisements affect consumer behavior is well-known in the marketing literature. Research and theory supporting this idea are based largely on traditional means of advertising (e.g., print ads, television commercials, etc.). Although research has begun to address if, when, and how the above process translates to Internet advertising, continued study is needed in this area. The following chapter depicts a study undertaken to further clarify the relationship between attitudes toward Internet advertising, brand attitudes, and purchase intentions. Given that various business models suggest future change and growth in sales and advertising revenues generated via the Internet, such a study is both necessary and valuable.