Measuring Consumer Beliefs About Advertising: a Re-Examination and Extension of the Bauer-Greyser Inventory
Book Chapter
Mittal, B, Lassar, W. (2015). Measuring Consumer Beliefs About Advertising: a Re-Examination and Extension of the Bauer-Greyser Inventory
. 21-25. 10.1007/978-3-319-13144-3_4
Mittal, B, Lassar, W. (2015). Measuring Consumer Beliefs About Advertising: a Re-Examination and Extension of the Bauer-Greyser Inventory
. 21-25. 10.1007/978-3-319-13144-3_4
The Attitude-toward-advertising scale by Bauer and Greyser (1968) is scrutinized both conceptually and empirically. We reconfigure its present items, and add a new dimension. This dimension is fundamental, captures advertising’s informational utility to consumer, and is shown to contribute most significantly to "overall consumer attitude" toward advertising.