Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion.
Based on conceptual and empirical research on Aad, four alternative models of attitude toward the ad are postulated.
[5] ATH has been received the most attention in the research among four models, and it has been supported empirically in that direct positive linear relationship between Aad and Ab was found.
Indirect one-way causation indicateds that Cb connects Aad affects to Ab.
DMH is in the line of the traditional communications theory treatment of message source proposed by Lutz and Swasy (1977).
Heider explained that "a balanced configuration exists if attitudes toward the parts of a causal unit are similar.
IIH is based on a modification of the distinction between brand concept and impersonal attitude proposed by Howard (1977).
This is supported by a study in which immediate surrounding commercials have an influence on people choice behavior without consideration of product merits.