What You See? Value or ...?

This research is investigated a relationship between life values and attitude towards advertising, which included life value appeals. People's life values based on Kahle scale of eight items and their attitudes about advertising posters are created ourselves. The research's results have highlighted practical implications for advertisers and marketers, so that they can understand consumer behavior towards advertising. Especially in today's world of booming advertisement industry, as such they are able to make more efficient their advertising, not to overdo nor underestimate its effects on customers.