Consumer's Attitude towards Advertising

Advertising as the dominant means of communication elements, plays an important role in the success of the organization. The primary objective of this study is to explain young consumer's attitudes toward advertising. In this regard, a conceptual model to evaluate the effect of six independent variables of product information, hedonism, good for the economy, image and social role, the deviation of the values of materialism and consumer attitudes toward advertising is presented. Participants in this study were selected from among university students in Yazd. The results indicate that three of the six hypotheses, are approved. Two variables, deviated from the values and materialism have a negative impact on the attitudes of consumers towards advertising. These results will enable advertising managers to be more sensitive than consumers and to ensure that their campaigns will not adversely affect the performance of the companies they follow. These findings are also encouraging consumers to better understand their role in the purchase of advertising will help.