Professionals’ attitudes toward advertising: A study of accountants, dentists and lawyers

The present study addresses the nature and types of attitudes and behavioral dispositions of accountants, dentists and lawyers toward the use of advertising and delineates professional and work related factors that impact on these attitudes and behavioral dispositions toward advertising. Findings indicate that the concept of professionalism, reduced to five major subscales, fails in the majority of instances to explain a significant amount of variance in practitioners’ feelings toward advertising. Only the subscale of autonomy consistently relates to practitioners’ attitudes and behavioral dispositions toward advertising, and then only for accountants.