PT  - JOURNAL ARTICLE
AU  - Mohan J. Dutta-Bergman
TI  - The Demographic and Psychographic Antecedents of Attitude toward Advertising
AID  - 10.2501/S0021849906060119
DP  - 2006 Mar 01
TA  - Journal of Advertising Research
PG  - 102--112
VI  - 46
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/46/1/102.short
4100  - http://www.journalofadvertisingresearch.com/content/46/1/102.full
SO  - J Advert Res2006 Mar 01; 46
AB  - Attitude toward advertising has been widely researched in the last few decades. Its ubiquitous effect on the advertising industry manifests itself in the domain of consumer purchasing behavior and in the freedom of the industry in placing its messages in media outlets. Although the relationship of demographic variables with attitude toward advertising has been explored in past research, psychographic variables have not been looked at in the context of their effect on the construct. This article studies the individual-difference antecedents of attitude toward advertising. In addition to the traditional demographic variables, psychographic antecedents are suggested based on past theory.