Research Introduction:
The effect of attitude toward media on attitude toward the ad

New types of media such as the web-blog, one-seg and SNS, that have appeared in succession, and changes made to existing media, such as digital terrestrial broadcasting and online (web) television, indicate the dramatically shifting media environment in recent years. How do consumers come into contact with and use the media within these recent developments? The aspects of media consummation by consumers are an important factor that determines success in advertising campaigns, and will become the focused task for communication activities by companies.

Given this current situation, the following research shows the structure of consumer attitudes (evaluation and image) and its effects for elucidation of the relationship between media and advertising. In other words, it clarifies how evaluation and image of the media are constructed by consumers and how the two affect the attitude toward the ad.

From the results of analysis by SEM (Structure Equation Model), it indicates the structure of attitude toward media is formed by consumer contact intent. If the intent were to pursue a functional benefit, Utilitarian attitude is formed; If it were to pursue a pure desire for entertainment, Hedonic attitude is formed (Fig. 1).

The term "Utilitarian attitude" used above is defined here as Information useful for daily life or business or Information regarding recent events or issue, meaning it is the attitude of searching for information. On the other hand, the term Hedonic attitude is an attitude of desire for stimuli or relaxation when coming in contact with media.

In attitude toward the ad, a similar attitude structure was confirmed.

(*In the above model, parameters shown in rectangles are usable as data and the parameters shown in circles are nonexistent as data, therefore hypothesized. Each value indicates the amount of effect given between parameters.)

In addition, to reveal the structure of the relationship between the media and each attitude toward to ad, a further analysis was conducted. The results show the Hedonic attitude toward media influences the structuring of attitude toward the ad more strongly than the Utilitarian attitude (Fig.2).

The following interpretation can be applied to the above result. The Utilitarian attitude toward media is structured when there is a clear purpose for coming in contact with media. Therefore, once the purpose is satisfied, there would be no more need for the consumer to process information and the contact would be stopped. On the other hand, for the Hedonic attitude, enjoying contact with media itself is the source of the structuring attitude. Therefore, for the advertisements inserted in corresponding media, attitudes tend to be structured consistently and easily.

This analysis revealed the evaluation and image structure of media and advertising within the sub-consciousness of consumers which heretofore has only been ambiguously recognized.

This research is limited to the attitude structure of the entire media and advertising in general. However, if the same analysis were conducted more thoroughly on attitude structures by the media, by vehicle, or by target, that would be the qualitative standard for what to include as advertising message factors. Also, it can provide a great hint on how to manage the contact points of consumers and media.

The above article was published in the Bulletin of NIKKEI Advertising Research Institute, "The Effect of Attitude toward Media on Attitude toward the Ad; Exploring the Relationship of Media and Message" April 2006, Vol. 226, pp27-34, as collaborative research with assistant professor Morikazu Hirose of Tokyo Fuji University, School of Business Administration.

Written by SPI

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