CHAPTER 2 LITERATURE REVIEW 2.0 Introduction This chapter introduces the definition and importance of customer attitude towards healthcare advertising and follows how the determinants of healthcare advertising influence customer's attitude towards advertising. This chapter also discusses theoretical framework for the four independent variables such as credibility, information, pleasure and economic benefit that influence customer attitude towards healthcare advertising. 2.1 Healthcare Advertising According to the American Marketing Association stated that “advertising refers to any form of paid non-personal presentation and promotion of ideas, goods and services by an identified sponsor”. Advertising is aimed at increasing the company's sales. That of the characteristic of advertising is communication, information and persuasion. Advertising is non-personal communication using mass media. The buyer can get information from the advertisement about the particular product he wants to buy. Advertising creates a favorable customer attitude which leads to favorable actions. Dofman, Woodruff, and Wallack (1993) stated that public service advertising is used to sell healthy behaviors. Personal behavior will determine one's health status. They believe that health promotion advertising has been used to the advantage of advertisers and the industry. Mass media provides the solution to the health problem. Public health professionals must take the risk of using advertising to shift attention from the personal to the social. Health advertising helps the company to sell their health products such as weight loss products, antibody boosters and multivitamin products. Health – relationship...... at the center of the card ......ponse produces behavior. Behavior was created by three factors: pleasure, arousal and dominance. Pleasure refers to whether a person feels happy in a certain situation. Arousal refers to that feeling that varies from person to person in different situations, such as boredom and excitement. While dominance refers to an individual's feeling of control in a particular situation. When the consumer watches an advertisement he develops the feeling of appreciating the product and then the desire to purchase it. The advertisement has been considered a successful advertisement when the consumer has the ability to remember the brand in the advertisement. A company can have a competitive advantage if the consumer can remember its brand through advertising. A consumer's positive attitude can easily remember the advertisement than one who has a negative attitude towards the advertisement.