Attitude toward advertising: Does the 7-factor model work in chile?

Abstract

Results of applying the 7-factor model of global attitude toward advertising to a sample of 373 Chilean students are presented and discussed. Three hypotheses, based on prior US studies, suggesting an inverse relationship between favorable attitude toward ad-vertising and experience with, knowledge of, and exposure to ad-vertising are tested. Empirical findings do not support these hypotheses. A factor analysis of the Chilean data resulted in a 9-factor solution in contrast with the 5-factor solution reported in the original test of the 7-factor theoretical model. Suggestions for further research are discussed.

Citation

Dávila, V.R. and Rojas-Méndez, J.I. (2001), "Attitude toward advertising: Does the 7-factor model work in chile?", International Journal of Organization Theory & Behavior, Vol. 4 No. 1/2, pp. 3-19. https://doi.org/10.1108/IJOTB-04-01-02-2001-B002