Attitude toward the Ad: A Review

Abstract

During the past decade, one topic, perhaps more than any other, has been the focus of considerable research attention in the marketing/advertising literature. That topic is attitude toward the ad (Aad). In recent years, it seems as though nearly every issue of the major marketing and advertising journals contains at least one article that has Aad as its primary focus, or at a minimum, has incorporated a measure of the construct for purposes of investigating Aad's role in ad processing. A current count of published Aad-related articles puts the number well over 100. Clearly, attitude toward the ad has captured the attention of marketing/advertising researchers. With such an emphasis on Aad, it seems appropriate at this point in time to assess our current understanding of the topic, and, as a natural extension, to propose an agenda for future research efforts.