Review article

RESEARCH OF CONSUMER ATTITUDES ON ADVERTISING

Patricija Mikulaš ; Fakultet organizacija i informatike, Sveučilišta u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Damir Dobrinić orcid.org/0000-0002-8489-2688 ; Fakultet organizacija i informatike, Sveučilišta u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska

Abstract

This paper aims to investigate the attitudes of consumers about advertising and their behavior concerning advertising, i.e. reactions to ads. Based on the literature review, a conceptual research model was created and hypotheses were formed that were verified using the structural equation modelling method using the SPSS AMOS 26 software package. The research was conducted using a questionnaire that was correctly filled out by 255 respondents in the Republic of Croatia. The results of the research show a positive connection between the enjoyment of advertising and economic benefit with attitudes about advertising and attitudes about advertising with consumer behavior. The positive association of information about the product and the social role of advertising with attitudes about advertising has not been established. A negative association of materialism and deception with attitudes about advertising was established, and a negative association of distorted values with attitudes was not established.

Keywords

attitudes; consumer behavior; advertising; ads

Hrčak ID:

295893

URI

https://hrcak.srce.hr/295893

Publication date:

17.3.2023.

Article data in other languages: croatian

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