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

Waller, DS; Massey, GR

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

Waller, DS

Massey, GR

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Publisher:: ANZCA
Publication Type:: Conference Proceeding
Citation:: Proceedings of Australia and New Zealand Communication Association Conference, 2011, pp. 1 - 12
Issue Date:: 2011-01

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Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Massey, GR https://orcid.org/0000-0002-2044-0957	en_US
dc.contributor.editor	Henderson, A	en_US
dc.date	2011-07-06	en_US
dc.date.issued	2011-01	en_US
dc.identifier.citation	Proceedings of Australia and New Zealand Communication Association Conference, 2011, pp. 1 - 12	en_US
dc.identifier.issn	1448-4331	en_US
dc.identifier.uri	http://hdl.handle.net/10453/17447
dc.description.abstract	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.	en_US
dc.publisher	ANZCA	en_US
dc.relation.ispartof	Proceedings of Australia and New Zealand Communication Association Conference	en_US
dc.relation.ispartof	Australia and New Zealand Communication Association Conference	en_US
dc.title	A study of personal beliefs of advertising and attitudes towards advertisements: Pollay and Mittal (1993) revisited	en_US
dc.type	Conference Proceeding
utslib.location	Hamilton, New Zealand	en_US
utslib.location.activity	Hamilton, New Zealand	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Hamilton, New Zealand	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2011-07-08	en_US
pubs.place-of-publication	Hamilton, New Zealand	en_US
pubs.start-date	2011-07-06	en_US

Abstract:

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/17447