Attitude towards Advertising and Information Seeking Behavior: A Structural Equation Modeling Approach

Abstract

Today marketers are much interested in finding factors influencing attitude towards advertising. Past researches suggest that individuals use advertisement for three basis purposes viz. information seeking, entertainment, social expression and may influence attitude towards advertising. This research investigates the influence of information seeking behavior on attitude towards advertising using Pollay & Mittal Model. Research further investigates relationship of demographic variables with information seeking, and finally various sources referred & frequency to referring by both information seekers & non-information seekers. Model confirmation in AMOS 18.0 supports Pollay & Mittal Model of attitude towards advertising. Model further suggests that information seeking behavior is associated with positive attitude towards advertising.