chapter  2
22 Pages

Beyond Attitudes: To the Audience Itself! Understanding Consumers: Interpretive Inductivism

Global Advertising focuses on readers forming consumer attitudes. We allow that term a richer meaning as denoting evaluative belief evident in the audience’s aligning with (sharing) or alienation (separating) from their perception of prescriptive marketing narrative. We thereby transcend the reductionist treatment of the concept by inductivists who do not first recognize consumer interpretation of data as implicit in the process of audiences forming attitudes. We also resist the inductivist presumption that establishing a positive sta-

tistical correlation is evidence of a cause and effect relationship, specifically between media advertising and attitude. “Consumer Responses to Advertising” (Olney et al., 1991), for example:

examines the mediating roles of intervening variables along a hierarchical chain of effects in which advertising content influences emotions and attitude toward the ad, which, in turn, influence viewing time (…) we assume a forward recursive flow of effects from ad content through emotions and attitudinal responses to viewing behaviour.