The Attitudes of Prejudiced Individuals toward the Institution of Advertising

The purpose of this study la to detect a relationship which may exist between a personality type, authoritarian-prejudiced, and attitudes concerning the institution of advertising. The author finds that high authoritarian-prejudiced individuals hold a more favorable attitude toward advertising than do low authoritarian-prejudiced individuals. The author discusses a possible explanation for this finding and discusses the possible ramifications of having high authoritarian types exposed to commercial or social-goals advertising. The need and opportunity for experimental research in this area is a final conclusion by the author.