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

광고 자기 효능감: 소비자 행동연구 적용을 위한 이론적 검토

  • 엄남현 (홍익대학교 광고홍보학부)
  • Received : 2018.12.10
  • Accepted : 2019.01.09
  • Published : 2019.02.28


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.

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그림 1. 설득지식모델

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그림 2. 정교화가능성모델


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