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http://dx.doi.org/10.5392/JKCA.2019.19.02.450

Advertising Self-Efficacy: Theoretical Review for the Study of Consumers' Attitude toward Advertising  

Um, Namhyun (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.19, no.2, 2019 , pp. 450-459 More about this Journal
Abstract
Under the new media environment this study is designed to investigate how the concept, 'self-efficacy' would be applied in an advertising context. The current study reviews consumer-controlled media environment, consumers' various attitude toward advertising and strategies for coping for advertising. In addition, how self-efficacy has been defined and applied in politics, education, and the Internet was discussed. From the advertising perspective it is interesting to examine how self-efficacy would be defined and applied in the consumers' attitude toward advertising. Lastly, this study will examine effects of self-efficacy on advertising research and advertising industry. For further study on self-efficacy much research needs to be conducted, focusing on conceptual and operational definition. Specifically, scale development and validation tests of 'self-efficacy' should be preceded.
Keywords
Social Cognitive Theory; Self-efficacy; Advertising Self-efficacy; Attitude toward Advertising; Consumer-controlled Media; Persuasion Knowledge Mode;
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