CHAPTER TWO LITERATURE REVIEW2.1 IntroductionAdvertising is increasingly important in our modern life (Munusamy & Wong, 2007). This is because it makes it easy to convey a message to a large number of audiences (Al-Boloshi, 2010). This is why many researchers have conducted research on advertising. For example, many researchers test the entertainment, informativeness, and credibility of mobile advertising (Haghirian & Madberger, 2005; Chowdhury et al., 2010; Al-Boloshi, 2010). However, the rapid development of the Internet has caused the use of online advertising to frequently increase (Yunos, Gao, & Shim, 2003). Therefore, this has intensified the interest of researchers to carry out relevant studies on advertising. Although many researchers have devoted themselves to examining advertising, the critical importance of attitude toward advertising has also been recognized. Attitude toward advertising is known as an essential concept for identifying advertising effectiveness (Lutz, 1985; Mehta & Purvis, 1995; Mehta, 2000; Ling et al., 2010). The impact on attitude towards advertising which, in turn, can also influence behavioral intention (Wolin et al., 2002). Furthermore, as precursors of attitude toward advertising, beliefs toward advertising are also important to study (Tan & Chia, 2007). As another precursor, personal values ​​are adopted to investigate in this study (Kopanidis, 2009). Therefore, this study aims to investigate the antecedents and outcomes of attitude towards advertising.2.2 Attitude towards advertisingAttitude is the best evaluation tool towards objects, people and issues (Solomon, Marshall and Stuart , 2008). In the simplest way, attitude is a state of mind that helps influence a person's behavior or action in the middle of a sheet of paper (Al-Boloshi, 2010). They use the TRA as a basis for studying their research. For example, in Al-Boloshi's (2010) study, he used three components to guide the respondent's behavior. The three elements are behavioral, normative and control. Attitude toward the behavior is also used to guide the construction of behavioral intention. Ultimately, intention is used to predict behavior (Al-Boloshi, 2010). Additionally, researchers have also adopted TRA in advertising. For example, in Run & Ting's (2013) research, they adopted TRA to study students' attitude towards advertising. They use attitude to determine behavior and intention, and which beliefs are in turn used to predict attitude (de Run & Ting, 2013). Therefore, in this study, beliefs will be used as one of the antecedents to predict attitude, and behavioral intention will be determined by attitude..