ABSTRACT
The role of advertising has been well-established in Western market-economies for many years. In Poland it has become a more and more important social, cultural, psychological and economic phenomena only since 1989. The effectiveness of various advertising strategies and the social influence principles underlying them, as well as other external and internal to consumer factors has been hardly examined in Polish conditions. In general, there were no significant differences in the product perception among the three age groups of consumers. Consumers with higher income tended to have a positive perception of the product that was introduced in the adverts. However, there were only a few significant differences in the product evaluation between high- and middle-income consumers. Generalised expectancy for internal versus external control of reinforcement is pointed out as relevant to a number of economic behaviours, including consumer behaviour. Polish consumers with external Locus of control (LOC) evaluated the product much more positively than internal LOC subjects.
