THE IMPACT OF CONSUMERS ATTITUDE TOWARDS ADVERTISING ON PURCHASE DECISION

In the last decades, a major concern of the marketing researchers has been to understand and determine the impact of advertising on consumers' attitude toward the promoted products or brands and on consumers' purchase decision. The premise behind this was that the favorable or unfavorable assessment of an ad is associated with the promoted brand There is thus a potential for a direct causal link between the attitude toward an advertisement and attitude and behavior toward the brand promoted in that ad. This paper is aimed to highlight the grade in which the consumers' attitude towards advertising is influencing the purchase decision. Beyond the influence of consumer attitudes towards advertising in general, we wanted to highlight the influence of consumer attitudes towards the elements of an advertisement: the message source (communicator), message format, but, also the emotions induced by the advertisement. The results are based on an empirical research that took place in Cluj-Napoca.