The Dimensionality of Beliefs toward Advertising in General

Abstract The purpose of the present study is to investigate several key research issues associated with beliefs toward advertising in general. Specifically, the study examines: the predicted dimensionality of Bauer and Greyser's (1968) belief statements toward advertising's economic and social dimensions; the consistency of the economic and social dimensions across multiple sample groups throughout the country; the perceptions of those who should be favorably predisposed to advertising's economic and social effects; and the predicted sample group differences among the Bauer and Greyser belief items. Results indicate separate economic and social belief dimensions, dimension consistency across multiple sample groups, skepticism on the part of segments who may be more favorable to advertising in general, and predicted institutional differences on social belief items. Suggestions for future advertising research are presented.