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

cited authors

  • Mittal, B; Lassar, W

abstract

  • 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.

publication date

  • January 1, 2015

Digital Object Identifier (DOI)

start page

  • 21

end page

  • 25