Abstract
Results of applying the 7-factor model of global attitude toward advertising to a sample of 373 Chilean students are presented and discussed. Three hypotheses, based on prior US studies, suggesting an inverse relationship between favorable attitude toward advertising and experience with, knowledge of, and exposure to advertising are tested. Empirical findings do not support these hypotheses. A factor analysis of the Chilean data resulted in a 9-factor solution in contrast with the 5-factor solution reported in the original test of the 7-factor theoretical model. Suggestions for further research are discussed.
ACKNOWLEDGMENTS
The authors would like to thank their colleagues at the 1998 BALAS Conference at South Padre Island, Texas who provided comments and suggestions on the paper on which this article is based. The authors would also like to thank the anonymous reviewers of this article for their helpful insights.
This project was funded by Dirección de Investigación Universidad de Talca (DIUT-Research Project 463-05). The assistance of Aurora Lara and Francisca Mújica in collecting data is gratefully acknowledged. The authors, who are listed alphabetically, contributed equally to this project.