ABSTRACT

Consumer attitude formation is a dynamic interplay of cognitive and affective psychology. Advertisements with its ability to influence both affective and cognitive components have been found to be influencing consumer attitudes. This study set out to investigate how advertisements influence consumer attitudes and which components have a stronger impact on consumer attitudes. The multiple regression model explains 53% of the relationship between attitude formation and advertisement construct. The findings have implications for marketers and advertisers who can benefit from the understanding of impact of various kinds of advertising on consumer decision making.

Keywords: strategic management; Affective, Cognitive, Attitude, Advertisements, Consumer .