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

광고 자기 효능감: 소비자 행동연구 적용을 위한 이론적 검토

Um, Namhyun

  • 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.


Social Cognitive Theory;Self-efficacy;Advertising Self-efficacy;Attitude toward Advertising;Consumer-controlled Media;Persuasion Knowledge Mode