A study of personal beliefs of advertising and attitudes towards advertisements: Pollay and Mittal (1993) revisited

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Conference Proceeding
Proceedings of Australia and New Zealand Communication Association Conference, 2011, pp. 1 - 12
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This study involves a survey of university students and focuses on the personal beliefs and uses of advertising identified in Pollay and Mittals (1993) seminal paper, i.e., Product Information, Social Role/Image, and Hedonic/Pleasure. Our results suggest that respondents attitudes towards advertisements is most strongly driven by the Hedonic/Pleasure factor of advertising, followed by its Product Information role, but is unaffected by the Social Role/Image function of advertising. Our structural equation modelling results suggest that there has been an increase in the importance of the Hedonic/Pleasure role of advertising since Pollay and Mittals (1993) original study. In addition, the measurement diagnostics for these three constructs from our modelling suggest that there may be a need to revisit these items, and to develop and validate new and better measures of them.
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