DIMENSIONS OF CONSUMER’S ATTITUDE TOWARDS ADVERTISING

Abstract

The objective of this study was to verify the dimensions that influence the positive attitude of the consumer towards advertising. For this, a descriptive and causal study was carried out using a quantitative method. The data collection was carried out using a questionnaire involving dimensions that represent determinants of the consumer’s attitude in a sample composed of 512 respondents. Data analysis was performed using structural equations modeling. The main results indicate that the credibility dimension did not show a significant influence on the attitude towards advertising, whereas the dimensions of informative power, hedonism and good for economy can awaken a positive attitude of the consumer in relation to this advertising action.