The effect of individual differences on a multidimensional structure of attitude toward the advertisement
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This study examines individual differences (i.e., self-monitoring, need for cognition and self-schema separateness-connectedness) as potential antecedents of global Attitude toward the ad (Aad) and the conceptual definitions of Aad (i.e., unidimensional and multidimensional) employed in previous research (Muehling and McCann 1993). The result of factor analysis shows there are three dimensions (i.e., utilitarian, hedonic and interestingness) in Aad. Even though individual differences were not found to be significant predictors of global Aad, the results of hierarchical multiple regressions show that some interesting patterns do exist. Depending on advertising message strategy (i.e., hedonic and utilitarian ads) and product types (i.e., feel, think and neutral products), predictions of global attitude toward the ad vary, particularly with respect to order of inclusion in the model.