The Effects of Advertising Education on Business Students' Attitudes toward Advertising

Though several researchers have examined business students' attitudes toward advertising, none have previously examined the effects of an advertising class on changing these attitudes. Using a quasi-experimental, nonequivalent control group design, the authors found that increased knowledge and understanding about the institution and instrument of advertising resulted in a more positive set of attitudes toward advertising. Implications from these findings may also provide insight to other business instructors regarding the effects of course content on student attitude change.