TITLE

AN UPDATED META-ANALYSIS OF THE ATTITUDES TOWARDS ADVERTISING BY PROFESSIONAL

AUTHOR(S)
Brashear, Thomas G.; Kashyap, Vishal
PUB. DATE
July 2001
SOURCE
AMA Winter Educators' Conference Proceedings;2001, Vol. 12, p267
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
The beginning of advertising by professionals more than 25 years ago brought about a variety of research investigating the perceptions of both consumers and professionals with regard to perceived adverse affects, benefits for consumers and providers and of the appropriateness of media usage. In 1988, HAte and Fraser conducted two meta-analytic techniques to assess attitudes towards professional advertising. Their study, covering the initial decade of advertising by professionals, found that consumers held more positive attitudes towards advertising, there were differences among various professions as to the attitudes towards advertising and that concerns over advertising was more pronounced among price sensitive consumers. An additional finding was that attitudes were becoming more positive with time. Since the HAte and Fraser study, the volume of advertising by professionals has continued to grow. As noted in the original meta-analysis, the effect of exposure was a key factor in the positive change in attitudes. Since their meta-analysis, more than 40 additional studies have been conducted that pertain to consumer and professional attitudes towards advertising by professionals. The purpose of this study was twofold. First, to update the work of HAte and Fraser (1988) by including a much larger sample of research, and second, to assess any changes in consumer or professional attitudes.
ACCESSION #
10561728

 

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