Religio-spiritual insights affecting the attitude toward advertising during religious festival: Comparison between an irritating and a religious advertisement

Abstract Purpose: This study aims to measure the religio-spiritual insights of consumers during religious festivals and compare results considering stimuli two advertisements, i.e., irritating advertisements. When are neglected in designing a TV advertisement for festival, particular, it can lead irritation affect consumers’ attitude toward advertising. Based on theory reasoned action (TRA), mediating effect was measured between advertising independent variables (irritation, credibility, information, good economy, entertainment). Originality/value: uses newly developed instrument their influence attitudes confirms other constructs, such as entertainment, irritation, economy. Design/methodology/approach: Two hundred fifty-five household were selected using non-probability convenience sampling techniques collect responses survey method. Each respondent asked fill out questionnaires after watching attached stimulus advertisement, one advertisement. The partial least squares structural equation modeling (PLS-SEM) approach used test hypothesis based bootstrapping test. Findings: show that significantly mediate constructs when there depicted cues, symbols, visuals. Contrarily, non-significant identified an