Essay on Measuring Consumer Beliefs About Advertising
Article 1: Measuring Consumer Beliefs about Advertising: a Re-Examination and Extension of the Bauer-Greyser Inventory.
In the article “Measuring Consumer Beliefs about Advertising: a Re-Examination and Extension of the Bauer-Greyser Inventory” written by Mittal, and Lassar (2015), explain that the measurement of public opinion on advertising is important to the advertising industry. The author expands on the American Association of Advertising Agencies (AAAA) and shows there are two studies conducted under the direction of ProfessorsRaymond Bauer and Stephen Greyser. Moreover, these studies explore seven items under two categories: economic, which includes four items, and social, which includes the other three items. Furthermore, the article clarifies the different results these two factors in two points: “present picture” and “lower price”. Finally, the authors suggest some modifications in scale to make it more inclusive and to improve it as well as invite further research by others. In conclusion, this article was confirmed that seven items scale offers a useful tool to measure consumer beliefs about advertising in America.
Evaluation of source #1 The article “Measuring Consumer Beliefs about Advertising: a Re-Examination and Extension of the Bauer-Greyser Inventory” is reliable because it was published in 2015, which means there has very useful information. In addition, the website is…