CHAPTER TWO LITERATURE REVIEW 2.1 Introduction Advertising is increasingly important in our modern life (Munusamy & Wong, 2007). It was because it can easily convey a message to a large number of recipients (Al-Boloshi, 2010). Therefore, many researchers have done their 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 meant that the use of online advertising has often shifted upwards (Yunos, Gao, & Shim, 2003). Therefore, this has intensified the interest of researchers to conduct relevant studies on advertising. While many researchers have devoted themselves to examining advertising, the importance of attitudes toward advertising has also been recognized. Attitude towards advertising is known as a vital concept to identify 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 a precursor of attitudes towards advertising, it is also important to investigate beliefs about advertising (Tan & Chia, 2007). As another precursor, personal values ​​are adopted to investigate in this study (Kopanidis, 2009). Therefore, this study is set to investigate the antecedent and outcome of attitude towards advertising. 2.2 Attitude towards advertising Attitude is the best evaluation tool towards objects, people and problems (Solomon, Marshall and Stuart, 2008). In the simplest way, attitude is a mindset that allows you to influence a person's behavior or his action in the middle of the paper (Al-Boloshi, 2010). They use TRA as a foundation on which to base their research study. For example, in Al-Boloshi's (2010) study, he used three components to direct the behavior of respondents. The three elements are behavioral, normative and control. Attitude toward behavior is also used to guide the construction of behavioral intention. Ultimately, intention is used to predict behavior (Al-Boloshi, 2010). Furthermore, there is also a researcher who has adopted TRA in advertising. For example, in the research de Run & Ting (2013), they adopted the TRA to study students' attitudes towards advertising. They use attitude to determine behavior and intention and beliefs which in turn are 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..