Title
Cyberspace advertising vs. other media: Consumer vs. mature student attitudes
Document Type
Article
Publication Title
Journal of Advertising Research
Publication Date
1-1-2001
Abstract
This paper reports on the findings of a survey about attitudes now,and predictions for the future, regarding web advertising versus other media, with college students as the target. College students' present attitude toward web advertising is compared to the attitudes of people familiar with the web in Ducoffe's 1996 study. Among the more notable results: while Ducoffe's sample did not find web advertising to be irritating, annoying, or insulting to peoples' intelligence, our student sample did. Additionally, students predict that web advertising will overtake television advertising as the most valuable source of information for the future. The paper also offers a new pragmatic model of Attitude toward Advertising that enhances the explanatory power of the Ducoffe (1996) model by adding to the antecedent variables.
Volume
41
Issue
5
First Page
23
Last Page
32
DOI
10.2501/JAR-41-5-23-32
Recommended Citation
Brackett, L., & Carr, B. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41 (5), 23-32. https://doi.org/10.2501/JAR-41-5-23-32
ISSN
00218499
E-ISSN
17401909
