Comprehensive Framework for Consumer Advertising Perception: Integrating Attitude and Confidence Theories

A Theoretical Framework for Understanding Consumer Perception of Advertising

Terry Daugherty, Shu-Chuan Chu, Kelty Logan

Year: 2008

Abstract:

This paper presents a theoretical framework designed to delve into the complex process by which consumers perceive advertising. It combines and integrates aspects from both attitude theory and confidence theory to form an intricate model of how individuals evaluate advertisements.

Our research framework acknowledges that consumer attitudes towards advertisements are influenced not only by their evaluations as proposed in traditional attitude theories, but also by their confidence levels regarding this evaluation. It suggests that these attitudes shape consumers' subsequent behaviors, including whether they react positively or negatively to the ad content and how they choose to engage with the product.

A key component of our framework involves understanding the dual nature of advertising reception: it combines cognitive processing evaluating information with affective reactions emotional responses. This interplay between cognition and emotion is crucial in shaping attitudes towards advertisements.

We incorporate elements from both attitude theory, which explns how individuals develop positive or negative feelings about objects or concepts based on past experiences and evaluations, and confidence theory, which focuses on the certnty an individual has in their judgments.

To illustrate this theoretical framework, we apply it to real-world advertising scenarios. This allows us to elucidate how various factors influence consumer attitudes towards advertisements, such as message content, emotional appeal, product relevance, or brand history.

By understanding these dynamics more comprehensively, advertisers can tlor their strategies not only to convey appealing messages but also to build and reinforce positive consumer perceptions based on confidence in the evaluation process. This results in more effective marketing campgns that consumers' beliefs and emotions, potentially leading to higher engagement levels and sales.

In , this theoretical framework offers a holistic view of consumer perception towards advertising by combining attitude theory and confidence theory into an integrated model. It not only enriches our understanding of how advertisements are received but also provides practical insights for advertisers in crafting more effective communication strategies.

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