Generalized and Personalized Attitudes toward Advertising's Social and Economic Effects

Abstract

Previous research indicates that people hold different global attitudes toward advertising's social and economic effects and that these attitudes are more critical of social effects than economic effects. The purpose of this survey was to determine if there are differences in people's generalized and personalized attitudes toward the two types of advertising effects. The results show that there is a significant difference between people's generalized and personalized attitudes toward advertising's social and economic effects and that people are more negative on the personalized than generalized attitude level toward both types of advertising effects.