CAJ | 학술논문

通过对理性行动理论、Pollay和M ittal对广告的信念和态度的基本构架假设、Lutz对广告的态度（AAd）的概念构架和类理论的视角下的研究进行综述,得出体育是一种能用来培养消费者积极态度的广告平台。期望为广告商更好地了解消费者的心理,充分利用体育这一有效平台,改善消费者对广告的负面情绪提供理论基础和依据,并为未来的研究提出了意见和方向。
통과대이성행동이론、Pollay화M ittal대엄고적신념화태도적기본구가가설、Lutz대엄고적태도（AAd）적개념구가화류이론적시각하적연구진행종술,득출체육시일충능용래배양소비자적겁태도적엄고평태。기망위엄고상경호지료해소비자적심리,충분이용체육저일유효평태,개선소비자대엄고적부면정서제공이론기출화의거,병위미래적연구제출료의견화방향。
The basic goal of advertising is to design an effective activity that fosters the favorable attitudes towards a brand and people＇s needs of purcchasing behavior.However,consumers＇attitude toward advertising have become increasingly negative,which means that advertiser must find the new way to design a kind of advertisement which can change consumers＇attitude to meet their thought and need.This paper overviewed the research in the view of the theory of reasoned action,the hypothesized primary structure of beliefs and attitudes advertising of Pollay Mittal,the conceptual framework of Aad of Lutz and categorization theory,and has concluded that sport is one advertising platform that may be utilized to foster positive attitudes toward advertising.It has been expected that it can provide rationale and basis to help advertiser better understand consumers＇ psychology,use sport as a effective advertising platform to change their negative emotion,and to support advise and direction for future research.