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Wehbe, Michelle S., and University of Lethbridge Faculty of Management. "Branded and non-branded tobacco counter-advertisements : an experimental study of reactance and other maladaptive and adaptive coping responses." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2012, 2012. http://hdl.handle.net/10133/3423.
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An experiment was done to investigate whether or not there is a need to treat smokers and
non-smokers as separate target audiences when creating tobacco counter-advertisements.
The Extended Parallel Process Model (Witte, 1992) and Reactance Theory (Brehm,
1966) were used to guide the development of predictions. The study revealed that social
marketers need to have different advertising tactics for smokers and non-smokers, since
smokers have reported more maladaptive coping responses and fewer adaptive coping
responses than non-smokers. Moreover, based on the fact that a smoker’s brand forms an
essential part of their self-identity (Goldberg et al., 1995) the experiment was also
designed to see if smokers would have differing levels of reactance and other
maladaptive coping responses if they saw a counter-advertisement attacking their brand,
one attacking a competing brand, and a non-branded one. The study did not reveal any
significant differences in reactions among the three conditions.x, 125 leaves : ill. ; 29 cm
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Lee, Alvin Yiam Chuah. "Re-testing the link between youth receptivity to tobacco promotion and their susceptibility to smoke." UWA Business School, 2008. http://theses.library.uwa.edu.au/adt-WU2008.0233.
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The Index of Receptivity to Tobacco Industry Promotion (IRTIP) is a model that is used by hundreds of articles. The causal claim based on findings from this model is even more pervasive, and has resulted in much of the modern post 1998 tobacco legislation that is still enforced. This thesis tested the link between adolescent receptivity to tobacco industry promotion and susceptibility to smoking. Pierce et al. (1998) reported that they had found a positive and causal association between receptivity and susceptibility by using IRTIP. They claimed that receptivity to tobacco industry promotion was the only significant causal factor affecting adolescent susceptibility to smoking. Exposure to peer and parental smoking was not found to be a significant effect. A review of the literature found that many sections of IRTIP differ from accepted marketing theory on how cigarette advertising and promotions affect adolescent adoption of cigarette smoking. The proxy measures used in IRTIP were shown to diverge from those previously used for measuring the constructs of Attention, Intention, Desire and Action (AIDA) in marketing communications. IRTIP also differs from previous theory by including measures that attempt to quantify the effect of tobacco premiums into a model that was designed to measure the effects of advertising.
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Tam, Kam Chuen. "Adolescent cigarette smoking and social marketing." HKBU Institutional Repository, 1996. http://repository.hkbu.edu.hk/etd_ra/57.
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Punnett, Trent Harold. "Measuring emotional response to television advertising." Thesis, University of British Columbia, 1988. http://hdl.handle.net/2429/27702.
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The objective of this thesis is to initiate development of a valid and reliable measurement process to assess a viewer's emotional response to television advertising. The development of this measure is based on current psychological theories about the emotional process, and takes advantage of current methods available to measure emotional response. The goals for the measurement process are to provide information on emotional response to television advertising from two diverse sources, automatic real-time response, and cognitive after-the-fact responses.
The selection of instruments to meet these goals first involved a review of the psychological literature on emotional theory to provide direction on defining what is an emotional response, and how the emotional subcomponents relate. This provides direction for evaluating the instruments available for measuring emotional response, and selecting two that will satisfy the above goal. The use of these measurement instruments in a pretest is then outlined, and the thesis concludes with directions for future research.
The construct of emotion is complex and multidimensional, including interactions among neural hormonal systems, conscious and unconscious cognition, physiological adjustments, affective response, and expressive behavior. These dimensions suggest four categories that emotional response measurement instruments can be grouped into; cognitive, affective, psychological and behavioral.
Measurement instruments in each of the four above categories have problems in their applicability as stand alone measures of emotional response to television advertisements. Of all the measurement instruments reviewed, the Beaumont Emotion Battery and the Facial Action Coding System appear to be compatible with the construct of emotion and each other. These measures can provide similar data, and capture virtually the same categories of emotional response.
The usefulness of combining these two measures should be explored through a pretest. In designing the pretest, the success in capturing specific emotional responses attributable to the advertisement will depend on the setting used, the selection of advertisements and the program these advertisements are embedded in. The setting should copy a normal viewing environment to encourage normal behavior in subjects. The advertisements used should maximize the variability in emotional response, while being new to the subjects to avoid frequency biases. The program should be carefully selected to avoid content effects. When subjects proceed through the pretest procedure of watching a television program while having their facial expressions videotaped, and then responding to the Beaumont Emotion Battery after the program ends, careful attention to the environment, advertisements, and program will reduce the potential for error and bias in the pretest. To structure and delineate areas for new research, emotional response to television advertising can be approached from the viewpoint of what could impact or influence the response. This leads to the definition of the following areas of influence: the advertisement; the group of advertisements the advertisement is placed in; the program; the viewing environment; and the viewer.Business, Sauder School of
Graduate
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Liu, Yan Yu Tracy. "Talking about offensive advertising in focus group contexts : a discursive approach to attitudes, gender, and communication." HKBU Institutional Repository, 2012. https://repository.hkbu.edu.hk/etd_ra/1420.
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Kaliánková, Jana. "The influence of psychological and ethical aspects of advertising on human psyche." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76117.
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This diploma thesis aims to explore the influence of psychological and ethical aspects of advertising on human psyche. In the theoretical part is its reader informed about the contribution of psychology to the creation of effective advertising., there are described the forms of advertising and the psychological theories of motivation. Ethics in advertising, advertising, self-regulation and the Code of advertising are specified here. Moderate interviews in practical part of this thesis are used for revealing the factors affecting the reception of advertising. Individual moderate interview are done with ten persons. These peorsons are not differentiated according any specific criteria. In this thesis is given a view what people consider as ethical and what they think about the ethical issues in advertising. The main contribution of the research is verification of people's different opinions of ethical issues.
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Hofmann, Karsten C. "Advertising in restrooms." PDXScholar, 1988. https://pdxscholar.library.pdx.edu/open_access_etds/3803.
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There is a common belief that the special situation one encounters in restrooms is likely to evoke negative associations between the setting and a potential product, and that these presumed associations make advertising in restrooms incompatible with the objectives of advertisers.
This general proposition was questioned on theoretical grounds. It was argued that the specific situation in a restroom would be conducive to advertising goals in a number of ways. In addition, while negative associations may occur with certain kinds of products, others were hypothesized to be unaffected. In particular, the potential value of restrooms for communicating public education issues such as AIDS and Cholesterol was examined.
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Peterson, C. Mark. "The Motivation-Emotion-Matching (MEM) model of television advertising effects." Diss., Georgia Institute of Technology, 1994. http://hdl.handle.net/1853/30653.
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Evenhuis, Nanette. "Bekende gebeurtenisse as oorredingsmeganismes in advertensietekste." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50288.
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Thesis (MPhil)--Stellenbosch University, 2005.ENGLISH ABSTRACT: The Olympic games as world known sports event has been used in many advertisements by companies to sell their products. Many South Africans are motivated through effective marketing to buy a certain product or have a positive attitude towards a certain company, for the pure reason that the marketing campaign had the Olympic games as theme. I looked into this interesting phenomenon!
AFRIKAANSE OPSOMMING: Die Olimpiese Spele as bekende gebeurtenis is in talle oorredingstekste, spesifiek advertensies, om hul produkte meer markbaar te maak. Talle Suid-Afrikaners word oorreed/aangespoor en as't ware geflous om iets te koop often gunste van 'n sekere maatskappy te wees slegs omdat sy/haar bemarking reg is. Ek doen ondersoek hierin en kyk na die interessante aspek van 'n bekende sportbyeenkoms (soos die Olimpiese Spele) in advertensietekste.
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Leung, Shuet Yan. "Effects of product involvement and endorser type : computer print ads in Hong Kong." HKBU Institutional Repository, 2000. http://repository.hkbu.edu.hk/etd_ra/246.
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Yang, Ellie Fan. "The impact of imagery ability on image vividness : the case of HPV vaccine advertising." HKBU Institutional Repository, 2013. http://repository.hkbu.edu.hk/etd_ra/1536.
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Cai, Xiao. "Television advertising and idealized images of the "good life" among adolescents in rural China." HKBU Institutional Repository, 2008. http://repository.hkbu.edu.hk/etd_ra/874.
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Cheung, Kwok-ming Frankie. "The impact of various compositional principles on visual perception of advertising graphic design." HKBU Institutional Repository, 1997. http://repository.hkbu.edu.hk/etd_ra/153.
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Unyawong, Pornkamon. "A comparative study of attractiveness types in advertisements of women's magazines between United States and Thailand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2979.
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The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there were both similarities and differences in the specifics, but what remained constant is the use of beautiful women to sell clothing and beauty products. The findings suggest that Thai and U.S. advertisers should apply the similiarities found in the study in their cross-cultural advertising campaigns. In addition, advertisers should be aware of differences and create advertisements that reflect attractiveness values of each culture.
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Hu, Fan. "It depends on how you focus on the self : effects of attractive models in advertising." HKBU Institutional Repository, 2012. https://repository.hkbu.edu.hk/etd_ra/1469.
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Chan, Fong Yee. "Selling through entertaining : the effect of humor in television advertising in Hong Kong." HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/632.
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Jostes, Andreas. "A linguistic study of print advertising." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1214.
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Blosser, Lois Lehman. "Problem resolution appeals used in television advertising: a content analysis." Thesis, Virginia Polytechnic Institute and State University, 1985. http://hdl.handle.net/10919/90915.
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The purpose of this study was to analyze the problem resolution appeals used in television advertisements. Data were collected by videotaping advertisements shown on local affiliates of the three national networks during September 1984, in Blacksburg, Virginia. An instrument developed for the study was used to code problem resolution appeals in a sample of 1380 national commercials.
A majority of the sample was found to have at least one problem. The problem type most frequently found was physical, followed by social, product, ego, and safety. The intensity (magnitude, urgency, and excitement value) of the problems presented was found to be high in a majority of the commercials. The time required for resolution to occur was judged to be immediate (within seconds or minutes) in over three-fourths of the advertisements. Resolutions were presented as definite and certain to occur in over three-fourths of the commercials and were shown to be easy to accomplish.
The findings of this study are useful as a description of the problems and resolutions presented in television advertising. They help to define one technique used by advertisers to sell products and may be instrumental in future studies that will investigate the impact of problem solving portrayals on consumers.M.S.
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Roark, Beth A. "The relationship of Saturday morning television commercials viewed and the food consumption of third graders." Virtual Press, 1989. http://liblink.bsu.edu/uhtbin/catkey/722788.
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The relationship of Saturday morning television food commercials viewed and the food consumption of third graders in the Franklin County Community School Corporation in Franklin County, Indiana, was investigated. Such information should help parents, dietitians, and teachers educate children, ultimately producing a healthier population. The results of this study could possibly assist the federal agencies revise guidelines to help protect the children.The independent variable measured was food commercials viewed on Saturday morning; the dependent variable was food consumed. The instrument was designed, pilot-tested, and administered by the researcher with subjects’ identities remaining anonymous.Following data collection, the relationship between the variables was tested using phi coefficient. The phi value of .470 was considered to be significant beyond the .05 level to .00000 level. It was concluded that foods viewed on television are significantly correlated with foods consumed.Department of Home Economics
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DeShields, Oscar Winston. "The relationship between spokesperson credibility and purchase intentions : a proposed theory and experimental evaluation." FIU Digital Commons, 1992. http://digitalcommons.fiu.edu/etd/2779.
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The purpose of this dissertation is to develop and evaluate an expanded spokesperson credibility model to address issues uncovered in Ohanian's (1991) study about linkages between spokespersons ' credibility and consumers ' purchase intentions. Based on Tajfel's social categorization theory (1981), 12 hypotheses were developed to test direct and indirect relationships between spokesperson's credibility and purchase intentions.
The sample for the study consisted of 1,162 respondents 82.9% students and 17.1% nonstudents; 48.2% males and 51.4% females; 31.3% Caucasian (American); 24.5% Cuban (American); 19.6% other Hispanics and 22.5% other ethnic groups. The data were collected .by having respondents either view a video tape or listen to an audio tape in a classroom or shopping mall setting. The respondents were told that they would hear a spokesperson presenting a message. After listening to the message they would then be asked to complete a questionnaire.
The spokesperson credibility model was tested using covariance structure analysis as implemented in the LISREL software. A series of ANOVAs were used to test the impact of the moderating variables on purchase intentions.
The findings indicate that Ohanian's (1991) credibility constructs i.e., attractiveness, trustworthiness, and expertise are significantly related to purchase intentions. In addition, the following interactions were found to be statistically significant:
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Yuen, Wai Yee. "Strategic use of collective memory in advertising : the case of Cathay Pacific Airways' 60th anniversary ads." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1189.
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Gill, Tripat. "Composite products as conceptual combinations : issues of perception, categorization and brand evaluation." Thesis, McGill University, 2002. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=38486.
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This dissertation addresses the issues pertaining to composite products (CPs). CPs are defined as products formed by combining knowledge from two distinct domains, for example, digital cameras, which combine knowledge from digital products and cameras. The three research questions addressed in the dissertation are: (1) how is knowledge combined from two distinct domains of a CP, (2) how are CPs categorized vis-a-vis their two components, and (3) what brands, among those associated with one of the two domains, are preferred in CPs? The thesis here is that CPs can be construed as conceptual combinations---that is, a combination of two concepts, wherein one concept (the "modifier") modifies the knowledge associated with the other (the "header"). Employing the literature in psycholinguistics, two combinatorial processes---namely, property mapping and relation linking---were identified for combining knowledge in CPs. These processes lead to modifications in knowledge associated with the header of a CP (e.g., knowledge about cameras is modified in digital cameras). The extent of these modifications is measured by the proposed construct of modification centrality. As per this construct, modifications in features critical to the function of a header (i.e., central modifications) are perceived as more significant than those in non-critical features (i.e., non-central modifications).Three experimental studies investigated the above research questions. These studies used 16 novel CPs that were created by combining two dissimilar concepts. Study 1 showed that subjects readily combined knowledge from two dissimilar domains, using property mapping or relation linking. In addition, the representation of these CPs varied along their modification centrality, even though the dissimilarity between the two combining domains was held constant. Study 2 showed that the categorization of CPs was contingent upon their similarity to the modifier and header categories. Study 3 showed that both modification centrality and the combinatorial process influenced the categorization and brand preferences in CPs. While CPs with non-central modifications (e.g., disposable cameras) were categorized as headers (i.e., cameras), and header-associated brands were preferred, those with central modifications (e.g., digital cameras) were categorized as both (i.e., digital product and camera), and the modifier brands (i.e., digital brands) gained equity.
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Zhang, Ke. "Linking consumer: endorser relationship with source credibility and consumer brand-related responses: a para-social interaction perspective." HKBU Institutional Repository, 2018. https://repository.hkbu.edu.hk/etd_oa/511.
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Previous studies on celebrity endorsement have focused on merits of the celebrity endorser as the key factors for predicting endorsement effectiveness. This research extends previous research by exploring the effects of the consumer's para-social interaction (PSI) with the celebrity. Based on the Source Credibility Model, the proposed model takes PSI as the core variable and examines its relationship with self-brand connection and ideal congruency. Two studies were conducted using online questionnaires to collect consumers' self-reported data. Study 1 tested a partial model using sports celebrities. Study 2 tested the full model using entertainment celebrities. Study 1 had 605 respondents and study 2 had 387 respondents. The respondents were young, well-educated and included both fans and no-fans of the selected celebrities. The results showed that consumer-celebrity PSI was an essential factor in the endorsement process. The perceived attractiveness of a celebrity was an antecedent to PSI, which in turn allowed the consumer to establish a personal connection with the endorsed brand and resulted in positive brand attitude. Furthermore, the results showed that consumers tend to have stronger PSI with a celebrity when they hold a higher degree of ideal congruity with the celebrity. Finally, results indicated that the context in which the celebrity was shown with the brand had significant effects, with a real-life context yielding stronger effects than an ad endorsement context or a product placement context. In sum, this research extended the source attractiveness model by clarifying the endorsement process to include consumer-celebrity PSI and brand-related responses. It also contributed to the audience-celebrity PSI theory. In addition, this research revealed the potential impact of celebrity-brand associations in real-life contexts on endorsement effectiveness, thus providing new insights for research related to the various forms of celebrity endorsement.
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Ferestad, Jaysen Nicole. "I'm Not Gonna Be Like That Guy: Exploring the Montana Meth Project Through the Eyes of That Guy." PDXScholar, 2013. https://pdxscholar.library.pdx.edu/open_access_etds/1503.
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Graphic images of meth addicts have swept across Montana in television, radio and print ads as part of the state's latest anti-drug campaign, the Montana Meth Project. From a labeling perspective, the negative portrayal of meth addicts in these ads has significant implications for meth addicts in terms of their reintegration. The unintended population of drug addicts potentially affected by public service campaigns has failed to gain attention in the literature despite the implications suggested by labeling theory. This poses a significant gap in our knowledge and understanding, which this study addresses through the voice of recovering meth addicts. This study explored the significance of the campaign with regard to the worldview of recovering meth addicts and the implications of this worldview with regard to their reintegration. In particular, the study examined 1) addict perceptions of the campaign's impact on community 2) addict perceptions of the campaign's personal impact 3) addict perceptions of the significance of social bonds 4) the implications of these perspectives from the theoretical standpoint of Labeling and Social Bond theory.
In-depth interviews were conducted among a sample of twenty recovering meth addicts at a treatment facility in Grenadier, Montana as well as one active meth user. This form of data collection was chosen due to the exploratory nature of the study as well the significance of perception suggested by the Symbolic-Interaction perspective (Cooley 1902). The study revealed that the Montana Meth Project does have a significant impact on the worldview of the participants. When the participants believe the campaign has a positive impact on the community - creating awareness, understanding and acceptance - the campaign is viewed as a tool in their reintegration. However, as the bulk of the findings suggest, when the participants believe the campaign has a negative impact - stereotypes, labeling, stigmatization and differential treatment - the campaign is viewed as a barrier to their reintegration. With such a negative reaction in the worldview of the participants, the mainstream world including family, friends and the community did not appear to be at the forefront of their reintegration. Rather, a subculture of recovering addicts acts as the source of positive social bonds and the most significant in the reintegration of the participants. The findings of this study demonstrate the impact anti- drug campaigns, and particularly scare campaigns using a public service approach, can have on the unintended audience of drug addicts.
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Krishnan, Hari Shanker. "A diagnostic model for testing the memorability of advertisements." Diss., The University of Arizona, 1991. http://hdl.handle.net/10150/185728.
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The purpose of this research is to develop and empirically test a conceptual framework for examining the effects of advertising exposure on consumer memory so as to better understand the information processing of advertisements. Patterns and levels of performance on various tests of memory for different advertisement components are interpreted within the framework of a memory model adapted from the well-known SAM model in psychology. Predictions are made regarding the effects on recall, recognition, and indirect test performance of an ad's execution strength and relevance to the main message elements, and elaboration (semantic versus nondirected). The general diagnostic procedures are illustrated in a study of humor in advertising. Subjects viewed print ads with variations in the humorous execution's strength and relevance to the brand claims either without explicit instructions to elaborate or with a task requiring semantic elaboration of the links between the humor and the brand claims. Subsequently they completed a (direct) recognition or recall task, or an indirect test of memory for various ad components. The results, though not entirely systematic, show that memory for the brand name and brand claim components vary as a function of stimulus characteristics and the processing operations at encoding. Second, the findings show that the ad components may facilitate or interfere with each other. High levels of attention to one ad component may lead to lower memory performance on other components. Third, this research shows how a theory-based set of comparisons of memory test performance may be used to identify the locus of effects, viz., at encoding or at retrieval. Memory failures due to lack of encoding attention to the ad are distinguished from the inability to retrieve the encoded information later. Finally, the study demonstrates the use of indirect tasks in testing advertising effects that implicate implicit retrieval processes from memory. The patterns of parallel versus dissociated performance on traditional direct versus indirect tests offer insights into various types of advertising effects on memory. The academic and managerial implications of the findings are discussed.
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Armeni, Elizabeth. "Menstruation goes public : aspects of womens's menstrual experience in Montreal, 1920-1975." Thesis, McGill University, 1996. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=26674.
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Menstruation is all at once a cultural, social, historical, and biological process. Intertwined, these forces create menstrual experiences which are neither fixed nor universal, but rather adaptable and transformable not only between cultures, but from within cultures as well. How these factors interrelate, what menstrual discourse they create, and how that translates into women's everyday lives, becomes the focus of this research. Structured around the relationship between prescription and reality, this study examines the interplay of those who defined the menstrual discourse: doctors, mothers, and the sanitary napkin industry, and those who experienced it.Listening to the lives of twenty-four women, born between 1910 and 1965, a complex and ambiguous tale of the menstrual experience emerges. Through their narratives, we learn the importance of early instruction by mothers; the emphasis placed on hygiene and concealment; the effect menstruation had on women's sexual, feminine, and (re)productive identity. Once women's voices are taken into consideration, it becomes clear that the dynamic between prescription deeming menstruation as unclean or deviant and women's reality is not straightforward. Women reacted to the menstrual discourse, at times they rejected it, other times adhered to it, but for the most part, simply transformed it to meet their daily needs.
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Vinall, Sarah A. J. "A critical look at nutritional value of commercials on the Nickelodeon Network." Scholarly Commons, 2008. https://scholarlycommons.pacific.edu/uop_etds/689.
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Food advertising aimed at children in America has been proven to directly impact food preferences, eating behavior and brand loyalty of youth (Story & French, 2004). The purpose of this study was to evaluate the content of television commercials that occurred during children's programming on the popular children's network Nickelodeon. This study examined the frequency, nutritional content and overall advertising techniques associated with food, beverage and restaurant commercials. It also assessed the degree to which children are being exposed to the promotion of unhealthy food, beverage restaurant commercials.
This study examined commercials that aired on the Nickelodeon Network between Monday, August 11 through Friday, August 15, 2008 between 3 p.m. and 5 p.m. on the Comcast Cable System in Stockton, California. The programming was recorded on a VHS tape and then later reviewed and analyzed. Each commercial was examined in the following areas: nutritional content; slogan; branded characters; premium; link to a movie and healthy message.
This study demonstrated that 40.65% of the commercials airing between 3 p.m. and 5 p.m. on the Nickelodeon television network are for food, beverage and/or restaurants. Twenty-six percent of food, beverage and restaurant commercials met or exceeded the daily recommended levels of fat, added sugars, and sodium, and fell short of providing essential nutrients as outlined by the United States Department of Agriculture (USDA) (United States Department of Agriculture, 2008).
The results of this study indicate that a considerable amount of food commercials targeting children as consumers. Government regulation seems unlikely due to the First Amendment, rights to free speech. This study points to several suggestions for advertisers, advocates, Children's Advertising Review Unit (CARU) teachers and parents to address the issue of advertising to children. Some of the suggestions include stricter self-regulation, education and parental responsibility.
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De, Villiers Elizabeth Nicolette. "The effect of the level of fear appeal on attitude towards advertising and behavioural intention." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/21609.
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Thesis (MComm)--Stellenbosch University, 2008.ENGLISH ABSTRACT: Fear appeals are commonly used in the advertising of social issues, such as drunken driving. In general, researchers believe that there is a positive relationship between fear and persuasion (to adapt misbehaviour). However, there are disputes amongst fear appeal researchers about the level of fear appeal to be used. Fear appeals, like other advertising appeals employed in advertising, is dependant on the traits of the target audience. The effect of fear appeals differ for different target audiences as different people fear different matters. This study tests one of the contemporary models on the working of fear appeals, namely activation theory. Young adults are the target audience of social marketing in South Africa for anti-alcohol abuse issues, such as drunken driving. The effect of fear appeals on the target audience has never been empirically investigated in South Africa although social marketers often employ fear appeals to bring about a change in behaviour. The responses of a sample of young adults in South Africa were tested by means of a quasi-experimental design based on Thayer’s activation deactivation checklist as implemented by previous fear appeal researchers. Three television advertisements that depict three levels of fear appeal (low, medium and high) were presented to three sample groups. Significant differences in the responses of the level of fear appeal were observed after statistical analyses in terms of tension arousal, energy arousal, attitude towards the advertisement and intention to engage in drunken driving. A difference in how genders react to fear appeals was also found.
AFRIKAANSE OPSOMMING: Die gebruik van vreesaanslae in die advertering van sosiale kwessies soos dronkbestuur is algemeen. Alhoewel navorsers glo dat ’n positiewe verhouding bestaan tussen vrees en oorreding (van ’n persoon om sy gedrag aan te pas), heers daar verskille oor die sterkte van die vreesaanslag wat gebruik moet word. Daar is bevind dat vreesaanslae, net soos ander aanslae wat deur die advertensiewese gebruik word, afhanklik is van die teikengehoor. Vreesaanslae se effek verskil, aangesien verskillende mense en gehore verskillende sake vrees. Hierdie studie toets een van die kontemporêre modelle van die werking van vreesaanslae. Jong volwassenes is die teikengehoor in die sosiale bemarking van anti-alkoholmisbruik kwessies soos dronkbestuur. Alhoewel sosiale bemarkers dikwels vrees aanwend om hierdie teiken gehoor se gedrag te verander, is dit nog nooit empiries in Suid-Afrika getoets nie. Die reaksies van ’n steekproef uit dié teikengehoor is getoets deur ‘n kwasieksperimentele ontwerp geskoei op Thayer se “aktivering deaktivering” kontrolelys, soos geïmplementeer deur vorige navorsing in vreesaanslae. Drie televisie advertensies wat drie vlakke van vrees (laag, medium en hoog) verteenwoordig is, aan drie eksperimentele steekproefgroepe getoon. Betekenisvolle verskille in die reaksie van die drie groepe is waargeneem ná statistiese ontledings. ’n Verskil in hoe geslagte reageer op vreesaanslae, is ook bevind.
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Yang, Yi-Chen. "A comparison of women's roles as portrayed in Taiwanese and Chinese magazine print advertising." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2630.
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The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.
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Terblanche-Smit, Marlize. "The impact of fear appeal advertising on disposition formation in HIV/AIDS related communication /." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/1275.
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Gordon, Jessica. "Spatial Memory Affects Recall and Attitudes Toward Advertisements." Honors in the Major Thesis, University of Central Florida, 2003. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/687.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucfBachelors
Arts and Sciences
Psychology
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Olivier, Hannelore. "Musical networks : the case for a neural network methodology in advertisement music research." Thesis, Stellenbosch : University of Stellenbosch, 2005. http://hdl.handle.net/10019.1/16618.
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Thesis (M.Mus.)--University of Stellenbosch, 2005.ENGLISH ABSTRACT: Countless scientists had been struggling for centuries to find a significant connection between cognition, emotion and reasoning – resulting in today’s rather embarrassingly imperfect understanding of even the most basic human cognition. We should apprehend that it is unlikely that major breakthroughs in the Cognitive Sciences, Psychology, Sociology or the Medical Sciences will elucidate everything about the human brain and -behaviour in the very near future. Realizing this, it is realistic that we should transfer our attention to things that we do know and understand, and reconsider the power that lies in the integration of results and an interdisciplinary perspective in research. Using the tools we have to our disposal today – digital tools such as ANNs which did not exist a few decades before – this is actually readily viable today. This thesis demonstrates that it is possible to break the traditional boundaries that have periodically prevented the Humanities and the Natural Sciences to join forces towards a greater understanding of human beings. By using ANNs, we are able to merge data from any subfield within the Humanities and Natural Sciences in a single study. The results, interpretations and applications which could develop from such a study would certainly be more inclusive than those derived from research conducted in one or two of these fields in isolation. Sufficient evidence is provided in this dissertation to support a methodology which employs an artificial neural network to assist with decision-making processes related to the choice of advertisement music. The main objective of this endeavour is to establish the feasibility of combining data from many diverse fields, in the creation of an ANN that can be helpful in research regarding South African advertisement music. The thesis explores the notion that knowledge from many interdisciplinary study fields ought to play a leading role in the creation and assessment of effective, target-group-specific advertisement music. In obtaining this goal, it examines the probability of producing a computer-based tool which can assist people working in the advertising industry to obtain an educated match between product, consumer, and advertisement music. Taking a multidisciplinary point of view, the author suggests a methodology for the design of a digital tool in the form of a musical network model. It is concluded that, by using this musical network, it is indeed possible to guarantee a functional musically-paired commercial, which effectively addresses its target-group and has an appropriate emotional effect in support of the marketing goals of the advertising agent. The thesis also demonstrates that it is possible to gain new insights regarding a fairly unstudied discipline, without necessarily conducting new research studies in the specified field. The thesis proves that - by taking an interdisciplinary approach and by using ANNs - it is possible to attain new data that is scientifically valid, even in an unacknowledged field such as South African advertisement music. Although the scope of the thesis does not provide for the actual implementation of the musical network, the feasibility of the conceptual idea is thoroughly examined, and it is concluded that the theory in it’s entirely is definitely feasible, and can be implemented in a future study.
AFRIKAANSE OPSOMMING: Vir eeue al probeer wetenskaplikes ‘n betekenisvolle verwantskap tussen denke, emosie en redenasie vind. Nietemin het ons vandag slegs ‘n beperkte begrip van selfs die mees basiese menslike kognisie. Ons moet besef dat dit onwaarskynlik is dat deurbrake in die Kognitiewe Wetenskappe, Sielkunde, Sosiologie of die Mediese Wetenskap in die nabye toekoms die volle funksionaliteit van die menslike brein en gedrag sal bekendmaak. Met inagname hiervan, is ‘n aandagsverskuiwing geoorloof - na die dinge wat ons wel weet en verstaan. Die enorme potensiaal opgesluit in die integrasie van resultate en ‘n interdissiplinêre navorsingsperspektief behoort gevolglik heroorweeg te word. Ons beskik tans oor meer as voldoende digitale hulpbronne, waaronder kunsmatige neurale netwerke, wat wel so ‘n benadering kan bewerkstellig. In hierdie tesis word daar gedemonstreer dat dit moontlik is om die grense wat tradisioneel ‘n samewerking tussen die Geestes- en Natuurwetenskappe beperk het, af te breek - ‘n werkswyse wat noodwendig sal lei tot ‘n beter begrip van die mens. Kunsmatige neurale netwerke maak dit moontlik om navorsingsdata uit die Geestes- en Natuurwetenskappe te kombineer in ‘n enkele onderneming. Die bevindinge, interpretasies en toepasings wat potensieel uit so ‘n metodologie sou kon voortspruit, is sonder twyfel meer omvattend as dié afkomstig vanuit ‘n eendimensionele studie. Voldoende bewyse word deur die loop van hierdie studie voorgehou ter ondersteuning van ‘n kunsmatige neurale netwerk-metodologie in die assistering van besluitnemingsprosesse rakende advertensiemusiek. Die hoofdoelwit van die onderneming is om te toets of die ontwerp van ‘n kunsmatige neurale netwerk - deur die kombinasie van data uit diverse studierigtings - wel geoorloof en funksioneel sou kon wees. Die aanname dat inligting uit ‘n aantal interdissiplinêre studierigtings ‘n prominente rol behoort te speel tydens die skep en beoordeling van effektiewe, teikengroep-gerigte advertensiemusiek, word gevolglik ondersoek. Om hierdie objektief te bewerkstellig, word die waarskynlikheid bestudeer na die ontwerp van ‘n rekenaargebaseerde hulpbron - wat mense in die advertensiewese behulpsaam kan wees om ‘n berekende en ingeligte keuse uit te oefen om produk, verbruiker en advertensiemusiek te laat pas. Die outeur benader die probleem vanuit ‘n multidissiplinêne oogpunt, en stel ‘n werkswyse voor vir die ontwerp van ‘n digitale hulpbron – in die vorm van ‘n musikale netwerk model. Daar word bevind dat - deur die gebruik van die voorgestelde model, dit wel moontlik is om die funksionaliteit van ‘n musiekgepaarde advertensie te verseker. Verder word daar gedemonstreer dat nuwe insigte rakende ‘n grotendeels afgeskeepte studierigting soos Suid-Afrikaanse advertensiemusiek moeiteloos bekom kan word, sonder om noodwendig navorsing binne die spesifieke gebied te loods. Laasgenoemde is doenbaar deur ‘n interdissiplinêre navorsingsbenadering, gekombineerd met ‘n kunsmatige neurale netwerk-metodologie. Die omvang van hierdie studie maak nie voorsiening vir die implementering van die musikale netwerk nie. Nietemin word die werkbaarheid van die konseptuele idee in diepte ondersoek, met die gevolgtrekking dat die teorie in sy geheel sonder twyfel prakties is, en in ‘n toekomstige studie geïmplementeer kan word.
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Boogaerts, Laurence. "Contribution à une étude du concept d'implication et de ses manifestations en psychologie économique: une analyse en termes d'élaboration d'échelles et de questionnaires appliqués à des signifiés-produits et à des signifiés-publicités." Doctoral thesis, Universite Libre de Bruxelles, 1999. http://hdl.handle.net/2013/ULB-DIPOT:oai:dipot.ulb.ac.be:2013/211846.
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Avanzi, Dante Pellegrino. "Como influenciar a decisão de compra do shopper em supermercados: os efeitos dos vieses cognitivos 'aversão à perda', 'contas mentais' e 'priming effect', aplicados em materiais de comunicação." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17716.
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Empresas de bens de consumo se deparam hoje com o desafio de conhecer e influenciar seus shoppers durante suas jornadas de compras, para que, assim, possam incrementar suas receitas. O shopper marketing surgiu para buscar soluções para este, entre outros desafios. Pode ser definido como o planejamento e execução de todas as atividades de marketing que influenciam o shopper, durante toda a jornada de compra, incluindo os ambientes de dentro e fora do ponto de venda. Entre as diversas etapas desse processo, o ponto de venda é apontado como um importante influenciador na tomada de decisão de compra do shopper. Nele, um dos meios utilizados são os fatores de in-store marketing, com destaque para os materiais de comunicação. O objetivo nesse trabalho é compreender como os vieses cognitivos, objetos de estudo nessa dissertação, influenciam a tomada de decisão de compra do shopper, quando aplicados em materiais de comunicação, em supermercados. Para isso, foi realizada uma pesquisa quantitativa experimental, a partir de um procedimento 'quase-experimento', em uma rede de supermercados, aplicado a uma marca de uma categoria de bens de consumo não duráveis. O resultado apresentado um aumento nas vendas da marca, o que comprova a efetividade da aplicação dos vieses cognitivos, em materiais de comunicação, em supermercados. Dessa maneira, o estudo contribui tanto para a prática acadêmica, quanto empresarial. No plano acadêmico, agrega conteúdo à literatura sobre shopper marketing, combinando materiais de comunicação e vieses cognitivos e sua influência sobre os shoppers em supermercados. No plano corporativo, o estudo permite que profissionais de marketing tenham mais um instrumento para conhecer e influenciar seus shoppers em supermercados, podendo elaborar materiais de comunicação mais efetivos e maximizar seus investimentos destinados ao ponto de venda, gerando vendas incrementais.
Fast moving consumer goods companies have the challenge today to know and influence their shoppers as they shop, with the purpose of increasing their sales. Shopper marketing has emerged in order to solve this challenge, among others. It can be definied as the planning and the execution process of all marketing activities that influence shoppers across the shopper journey, including both in-store and out-of-store factors. Among the different shopper marketing stages, the point of sales is key to influence the shopper’s purchasing decision. In this stage, this influence may happen through in-store marketing factors, mainly through communication materials. The goal of this essay is to understand how cognitive biases, focus of this study, influence the shopper’s purchasing decision process, when applied to communication materials in supermarkets. So, in order to accomplish this goal, an experimental quantitative research was conducted through a quasi-experiment procedure in a supermarket chain, based on a fast moving consumer good brand. The results show an increase in the brand sales, which proves the effectiveness of the cognitive biases applied to communication materials in supermarkets. Therefore, this study shall contribute to both academic and corporate fields. In the academic field, it may contribute to the existing shopper marketing literature, combining point of purchase communication materials with cognitive biases, and their influence in shoppers in supermarkets. As to the corporate field, this study allows marketing professionals to have an additional instrument to know and influence their shoppers in supermarkets by developing more effective POP communication materials, maximizing investments in the point of sales and thus increasing their sales.
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Chiwara, Tsungai Brenda. "The impact of billboards on HIV and AIDS awareness in Zimbabwe." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20103.
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Thesis (MPhil)--Stellenbosch University, 2012.ENGLISH ABSTRACT: The study was carried out for the purpose of establishing how young working adults perceive the effect of billboards on HIV and AIDS awareness in Zimbabwe. The study sample was taken from the Directorate of Pharmacy Services, a department within the Ministry of Health and Child Welfare of Zimbabwe, located in the capital city of Harare. A representative number of women (40%) out of the 15 participants were interviewed as certain responses were required based on a participants gender. In-depth interviews were carried, the sections covered positioning and appearance of billboards, billboard content and general aspects. 47% of the participants regarded the billboards as well located, 40% felt that there are adequate numbers of billboards, 47% perceived them as attractive and not needing any improvements while 67% described them as well laid out. The language used on them was said to be fine by 73%, and gender-sensitive by only 33% (of which the majority were men). All the women felt that the billboard contents are sensitising the public to HIV and AIDS as well as most of the men (67% participants in total). However all the participants see billboards as not the best method to bring about HIV and AIDS awareness, but would want a multi-media approach so that they compliment other methods. Billboard usage for HIV and AIDS awareness is making a significant impact but there is room for improvement, and many recommendations were derived from this study.
AFRIKAANSE OPSOMMING: Die studie is onderneem met die doel om te bepaal hoe jong werkende volwassenes die effek van advertensieborde rakende MIV en VIGS-bewustheid in Zimbabwe ondervind. Die studie is onderneem in die Direktoraat vir Apterkersdienste, 'n afdeling binne die Ministerie van Gesondheid en Kinderwelsyn van Zimbabwe, wat in die hoofstad, Harare, geleë is. Daar is onderhoude gevoer met ‘n verteenwoordigende aantal vroue (40%) vanuit die 15 deelnemers, aangesien sekere response benodig was op grond van geslag. In-diepte onderhoude is gevoer en die afdelings het die volgende gedek: posisionering en die voorkoms van advertensieborde, inhoud van advertensieborde sowel as algemene aspekte daar rondom. 47% van die deelnemers het gevoel dat die advertensieborde goed geleë is, 40% het gevoel dat daar voldoende getalle advertensieborde is, 47% het gevoel dat die borde aantreklik is en nie verbeteringe benodig nie, terwyl 67% voel dat hul goed uitgelê is. 73% van die deelnemers het gevoel dat die taal wat op die borde gebruik word goed is. Slegs 33% het gevoel dat die borde geslagsensitief is (waarvan die meerderheid mans was). Al die vroue het gevoel dat die inhoud van die reklameborde die publiek sensitiseer tot MIV en VIGS, so ook meeste van die mans (67%). Al die deelnemers voel dat advertensieborde nie die beste metode is om MIV en VIGS-bewustheid te bring nie, maar stel ‘n multi-media benadering voor om ander metodes te komplimenteer. Die gebruik van advertensieborde het ‘n beduidende impak op MIV en VIGS-bewustheid, maar daar is ruimte vir verbetering en baie aanbevelings is afgelei uit hierdie studie.
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Farr, Stephen J. "Cigarette advertising, price and social welfare : empirical evidence." Thesis, 1997. http://hdl.handle.net/1957/34027.
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This study estimates the welfare effects of cigarette advertising using the framework
posited by Becker and Murphy (1993). This model exposes previously unaccounted
benefits of cigarette advertising and allows for conventional social welfare estimation by
assimilating the theory of advertising into the general theory of complements. The policy
implications of the Becker and Murphy framework will rely on the impact of advertising
on equilibrium output price. A modification of the new empirical industrial organization
technique allows estimation of a supply relation containing advertising in an imperfectly
competitive environment. Allowing for different price effects of cigarette advertising
before and after the Broadcast Advertising Ban leads to the conclusion that advertising
after the ban has a larger price effect than before. This suggests that cigarette advertising
is better able to enhance market power after the Broadcast Advertising Ban. Parameter
estimates indicate that a one percent increase in cigarette advertising above its 1994 level
will precipitate a conservative estimate of a reduction in social welfare of $14.3 million (in
1982 dollars). Thus, even if one ignores externalities altogether, cigarette advertising is
clearly excessive from society's point of view.Graduation date: 1997
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"An ethnographic approach to the study of advertisements." Chinese University of Hong Kong, 1996. http://library.cuhk.edu.hk/record=b5888890.
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by Luk Anne.Publication date from spine.
Thesis (M.Phil.)--Chinese University of Hong Kong, 1995.
Includes bibliographical references (leaves 167-174).
Abstract --- p.i
Acknowledgements --- p.iii
Chapter:
Chapter 1. --- Introduction --- p.1
Chapter 2. --- Ethnography of Communication --- p.5
Chapter 2.1. --- Definition --- p.5
Chapter 2.2. --- Previous Studies --- p.8
Chapter 2.3. --- Reasons for Conducting the Research --- p.16
Chapter 3. --- The Theoretical Framework and Its Application --- p.21
Chapter 3.1. --- Saville-Troike's Model --- p.21
Chapter 3.2. --- The Application of Saville-Troike's Model --- p.31
Chapter 4. --- Language usage in Advertisements --- p.44
Chapter 4.1. --- Linguistic and Advertising --- p.44
Chapter 4.2. --- The Different Techniques of Foregrounding --- p.46
Chapter 4.3. --- Justifications of Using the Techniques of Foregrounding --- p.53
Chapter 5. --- Methodology --- p.56
Chapter 5.1. --- Research Design --- p.56
Chapter 5.2. --- Data Collection --- p.57
Chapter 5.3. --- Data Analysis --- p.68
Chapter 6. --- Findings --- p.72
Chapter 6.1. --- Interpretations of the Advertisements --- p.74
Chapter 6.2. --- Linguistic Preference in Advertisements --- p.82
Chapter 6.3. --- The Role of Language in Advertising --- p.92
Chapter 6.4. --- Attitude of English advertisementsin Chinese Magazines --- p.113
Chapter 7. --- Discussion --- p.120
Chapter 7.1. --- Interpretations of the Advertisements --- p.121
Chapter 7.2. --- Linguistic Preference in Advertisements --- p.125
Chapter 7.3. --- The Role of Language in Advertising --- p.127
Chapter 7.4. --- Attitude towards English advertisements in Chinese Magazines --- p.133
Chapter 7.5. --- Relations of Social Background factors to the different Aspects of Studies --- p.133
Chapter 7.6. --- Interactions of the different components in Advertising --- p.153
Chapter 7.7. --- Limitations of the Study --- p.157
Chapter 8. --- Conclusion --- p.160
Chapter 8.1. --- Summary and Conclusion --- p.160
Chapter 8.2. --- Implications --- p.162
Chapter 8.3. --- Recommendations for Further Research Studies --- p.165
References and Bibliography --- p.167
Appendices --- p.175
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"The effect of context clutter and advertising repetition on attitudinal and behavioral changes toward an online advertisement." 2004. http://library.cuhk.edu.hk/record=b5892203.
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Ng Wing Kei.Thesis (M.Phil.)--Chinese University of Hong Kong, 2004.
Includes bibliographical references (leaves 73-81).
Abstracts in English and Chinese.
Chapter Chapter One --- Introduction
Chapter 1.1 --- Background --- p.1
Chapter 1.2 --- The Present Study --- p.4
Chapter Chapter Two --- Literature Review
Chapter 2.1 --- The Internet as an Advertising Medium --- p.5
Chapter 2.2 --- Advertising Hierarchy of Effects and Internet Advertising Effectiveness --- p.9
Chapter 2.3 --- Effect of Context on Advertising Effectiveness --- p.14
Chapter 2.4 --- Effect of Clutter on Advertising --- p.18
Chapter 2.5 --- Effect of Advertising Repetition --- p.23
Chapter Chapter Three --- Hypotheses
Chapter 3.1 --- Primary Hypotheses --- p.28
Main Effect of Clutter on Advertising Effectiveness
Chapter - --- Main Effect of Advertising Repetition on Advertising Effectiveness
Chapter - --- Interaction Effect between Clutter and Advertising Repetition on Advertising Effectiveness
Chapter 3.2 --- Secondary Hypotheses --- p.32
Chapter - --- Relationship between Attitude toward the Web page and Constructs of Advertising Hierarchy of Effects
Chapter Chapter Four --- Methodology
Chapter 4.1 --- Operational Definitions of Variables --- p.33
Chapter 4.2 --- Pre-Test --- p.38
Chapter 4.3 --- Design and Stimuli --- p.40
Chapter Chapter Five --- Findings
Chapter 5.1 --- Number of Valid Responses --- p.43
Chapter 5.2 --- Reliability of Measures --- p.45
Chapter 5.3 --- Manipulation Check --- p.47
Chapter 5.4 --- Data Analysis --- p.48
Chapter 5.5 --- Primary Findings --- p.49
Chapter 5.6 --- Secondary Findings --- p.57
Chapter 5.7 --- Summary of Findings --- p.58
Chapter Chapter Six --- Discussion and Conclusion
Chapter 6.1 --- Discussion of Findings --- p.61
Chapter 6.2 --- Limitations and Future Research --- p.68
Chapter 6.3 --- Conclusion --- p.71
Reference --- p.73
Chapter Appendix 1 --- Pre-Test Questionnaire
Chapter Appendix 2 --- Experimental Web page (four versions)
Chapter Appendix 3 --- Post-Experiment Questionnaire
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Chen, Charlene Y. "The Need to Feel Better." Thesis, 2015. https://doi.org/10.7916/D8DJ5DGD.
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There is a popular lay-belief that consumers always strive to repair their negative mood. However, one can think of contrary instances where people seek out melancholic music when they feel sad, or choose to remain miserable when something frustrates them. My dissertation proposes that people vary considerably in the degree to which they need to feel better when they experience negative feelings. Specifically, my dissertation advances current understanding of why certain individuals do not engage in mood repair. It also allows us to decipher when people would form judgments and decisions in a mood-congruent versus mood-incongruent manner, thereby accounting for the lack of robustness of mood repair effects. To this end, I advance a construct called the "Need to Feel Better" (NFB), and propose four distinct facets of NFB that individuals differ on: 1) behavioral tendency to repair bad moods, 2) aversion to negative feelings, 3) pleasure derived from negative feelings, and 4) tendency to reflect on negative feelings. I also propose a scale that measures this construct and the four facets it encompasses. My dissertation shows that NFB is associated with stronger preference for common mood repair activities such as leisure shopping and exercise. It is also associated with certain demographics (e.g., age and gender), personality traits (e.g., extraversion and agreeableness), and self-regulation constructs (e.g., promotion-focus). NFB also predicts people's tendency to engage in mood repair when they experience negative moods and their attitudes towards mood lifting appeals. From a managerial standpoint, this work provides insights for the marketing of "feel-good" products (e.g., aromatherapy and vacation packages) and the use of mood repair appeals (e.g., Volkswagen's "Get Happy" Super Bowl commercial and the "Look Good Feel Better" campaign for women with cancer by the cosmetics industry).
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"Die rol van verbruikersoriëntasie in die gekommunikeerde effekte van advertensies." Thesis, 2015. http://hdl.handle.net/10210/13381.
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D.Phil.The purpose of this study was to investigate the role of the cognitive orientation in consumer behaviour, and thereby move towards a consumer-oriented context for the analysis of the communicated effects of advertisements. Advertising theory and research were reviewed, and the conclusion was drawn that the different variables studied by researchers represent unidimensional approaches which are seldom analysed within the integrated cognitive framework of the consumer. The various dimensions of the consumer's cognitive orientation were specified within an integrated theoretical framework formulated from various theories and findings with regard to cognitive factors such as attitudes, self-concept, motivation and learning. From this emerged two cognitive orientations, viz. a rational orientation which is characterized by price consciousness, performance risk, formal information seeking, etc. and a social orientation which is characterized by self-enhancement, normative and informal social influences, etc. It was hypothesized that the consumer's cognitive orientation is predictive of his evaluation of products (and consequently also of advertisements about products). It was, however, postulated that the cognitive orientation will also be influenced by the nature of particular products. A further implication of the theory was also taken into account, namely that the effects of advertising on cognition do not necessarily imply attitude change, but that the consumer's involvement with the product plays an important role. This resulted in another proposition, namely that the higher the product involvement, the greater the amount of information seeking, evaluation of alternatives, etc. The study was conducted according to these guidelines. The factorial structure of consumer orientation was firstly determined.
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Banas, John Andrew. "Is that all?: exploring the cognitive and affective processes underpinnings of the "that's-not-all" technique." Thesis, 2005. http://hdl.handle.net/2152/2390.
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"Sexual appeal: the panacea of ads?" Chinese University of Hong Kong, 1991. http://library.cuhk.edu.hk/record=b5886663.
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by Cheung Wing-wah, Johnny ; Chiu Chi-wai, Kelvin.Thesis (M.B.A.)--Chinese University of Hong Kong, 1991.
Bibliography: leaves 154-156.
Abstract --- p.ii
Tables of Contents --- p.iv
List of Tables --- p.viii
Acknowledgements --- p.x
Chapter CHAPTER I -- --- INTRODUCTION --- p.1
Chapter 1.1 --- Rationale of Study --- p.1
Chapter 1.2 --- Research Objectives --- p.3
Chapter 1.3 --- Research Interest --- p.4
Chapter CHAPTER II -- --- LITERATURE REVIEW --- p.6
Chapter 2.1 --- Western Countries --- p.6
Chapter 2.2 --- Taiwan and Hong Kong --- p.9
Chapter 2.3 --- The Use of Sexual Appeals --- p.11
Chapter 2.4 --- Processing of Visual and Verbal Stimuli --- p.14
Chapter CHAPTER III -- --- METHODOLOGY --- p.17
Chapter 3.1 --- Definition --- p.17
Chapter 3.2 --- Hypotheses --- p.17
Chapter 3.3 --- Research Methods --- p.19
Chapter 3.3.1 --- Interviews --- p.19
Chapter 3.3.2 --- Phase I: Magazine Content Analysis --- p.19
Chapter 3.3.3 --- Phase II - Experiment Research --- p.20
Chapter 3.3.3.1 --- Experiment Method --- p.20
Chapter 3.3.3.2 --- Data Analysis Method --- p.27
Chapter 3.4 --- Phase III - Questionnaire Survey --- p.29
Chapter 3.4.1 --- Data Collection Method --- p.29
Chapter 3.4.1.1 --- Population --- p.29
Chapter 3.4.1.2 --- Sampling Method --- p.29
Chapter 3.4.1.3 --- Sample Size --- p.29
Chapter 3.4.1.4 --- Sampling Procedure --- p.30
Chapter 3.4.2 --- Questionnaire Design --- p.30
Chapter 3.4.3 --- Data Analysis --- p.31
Chapter CHAPTER IV -- --- HIGHLIGHTS OF FINDINGS FROM PHASE I --- p.32
Chapter CHAPTER V -- --- HIGHLIGHTS OF FINDINGS FROM PHASE II --- p.37
Chapter 5.1 --- Respondent Profile --- p.37
Chapter 5.1.1 --- Sex --- p.37
Chapter 5.1.2 --- Age --- p.37
Chapter 5.1.3 --- Education Level --- p.38
Chapter 5.1.4 --- Occupation --- p.38
Chapter 5.1.5 --- Annual Personal Income --- p.39
Chapter 5.2 --- Findings --- p.40
Chapter 5.2.1 --- Experiment Recall --- p.40
Chapter 5.2.2 --- Open Ended Question --- p.42
Chapter 5.2.3 --- Experiment: The Behaviour and Perception Different Between Sex and Non-sexual Ads --- p.45
Chapter CHAPTER VI -- --- HIGHLIGHTS OF FINDINGS FROM PHASE III --- p.51
Chapter 6.1 --- Respondent Profile --- p.51
Chapter 6.1.1 --- Sex --- p.51
Chapter 6.1.2 --- Age --- p.51
Chapter 6.1.3 --- Education Level --- p.52
Chapter 6.1.4 --- Occupation --- p.53
Chapter 6.1.5 --- Annual Personal Income --- p.53
Chapter 6.2 --- Findings --- p.54
Chapter 6.3 --- Other Demographics Findings --- p.57
Chapter CHAPTER VII -- --- SUMMARY AND DISCUSSIONS --- p.58
Chapter CHAPTER VIII -- --- LIMITATIONS --- p.60
Chapter 8.1 --- Content Analysis of Magazines --- p.60
Chapter 8.2 --- Experiment & Questionnaires --- p.61
Chapter CHAPTER IX -- --- IMPLICATIONS & CONCLUSION --- p.63
APPENDICES
Chapter Appendix 1 : --- Literature Review on Gender --- p.67
Chapter Appendix 2 : --- List of Registered Newspapers & Periodicals --- p.69
Chapter Appendix 3 : --- Phase II - Experiment Procedures & Schedule --- p.92
Chapter Appendix 4 : --- Phase II - Photos --- p.94
Chapter Appendix 5 : --- Phase III - Location and Time for Conducting the Questionnaire Survey --- p.99
Chapter Appendix 6 : --- Phase II - Questionnaire --- p.100
Chapter Appendix 7 : --- Phase II - English translation of questionnaire --- p.113
Chapter Appendix 8 : --- Model Gender and Communication Effectiveness --- p.125
Chapter Appendix 9 : --- Female Role Portrayal and Communication Effectiveness --- p.126
Chapter Appendix 10 : --- Female Role Portrayal - Product Category Interactions and Communication Effectiveness --- p.127
Chapter Appendix 11 : --- Phase III - Questionnaire --- p.128
Chapter Appendix 12 : --- Phase III - English Translation of Questionnaire --- p.129
Chapter Appendix 13 : --- Phase I - Type of Magazines: Finance/Commerce --- p.131
Chapter Appendix 14 : --- Phase I - Type of Magazines: Family/Entertainment --- p.132
Chapter Appendix 15 : --- Phase I - Type of Magazines: Hobby/Sports & Adult --- p.133
Chapter Appendix 16 : --- Phase I - Type of Magazines: Juvenile/Young --- p.134
Chapter Appendix 17 : --- "Phase I - Type of Magazines: Foreign Magazines-Canada, USA and Europe)" --- p.135
Chapter Appendix 18 : --- Phase II - Summary of Brand Recall --- p.136
Chapter Appendix 19 : --- Phase II - Analysis of Free Writing Contents --- p.138
Chapter Appendix 20 : --- Phase II - Computer Result of Respondents' Behavior Cross Sex for Each Ad --- p.140
Chapter Appendix 21 : --- Phase II _ Computer Result: T-Test of Respondents' Behavior by Sex for Each Ad --- p.145
Chapter Appendix 22 : --- Phase III - Computer Result of Respondents' Behavior Cross Demographic Data --- p.150
Chapter Appendix 23 : --- Phase III - Computer Result: T-Test of Respondents' Behavior by Sex --- p.152
Chapter Appendix 24 : --- Phase III - Computer Result of ANOVA of Respondents' Behavior by Demographic Data --- p.153
Bibliography --- p.154
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Berry, Tanya Rose. "An examination of the effects of health promotion and appearance-based exercise advertising on exercise attitudes, self-presentation, self-efficacy, and decisional balance." Thesis, 2003. https://dspace.library.uvic.ca//handle/1828/10362.
Full textAbstract:
Two possible motivators for physical activity are health and appearance. The public sector focuses on health as the primary motivator when creating physical activity promotion campaigns, while the fitness industry uses appearance as its main motivator. Despite the call by some theorists that social marketers should include both health and appearance as motivators in physical activity campaigns, whether these factors can be successful independently, and how they may interact, remains to be determined. Therefore, the purpose of this dissertation was to examine whether televised health promotion exercise advertising had different effects on viewers than appearance-based exercise advertising. Four separate experiments examined this question. Experiment one used undergraduate participants (N = 103) to examine whether the two types of exercise advertising would have different effects on three dependent variables: exercise attitudes, social physique anxiety and self-presentation in an exercise setting. Experiment two examined the same questions in a group of participants aged 44 to 67 years (N = 29). Experiment three used an undergraduate sample (N = 89) to test the effects of exercise advertising on the three dependent variables, but also included sociocultural attitudes towards appearance as an independent variable. Experiment four used an undergraduate sample (N = 97) to test whether the two forms of exercise advertising had different effects on stages of behaviour change, self-efficacy for exercise, and decisional balance (from the transtheoretical model). All four experiments used a pre-test/post-test experimental design. Participants filled out pre-test questionnaires one week prior to viewing a twenty-minute video on Japanese culture that made no reference to exercise or sport. Embedded into the video were advertising breaks that contained six neutral advertisements and three target advertisements. The target advertisements in one video were promoting physical activity for health. The second video contained exercise for appearance advertisements, and the third was a control video with three more neutral advertisements. After viewing a video, participants completed the post-test questionnaires. The main findings across the series of experiments were that health-based exercise advertising positively influenced exercisers and older participants; that appearance-based exercise advertising had negative effects on men only; and that there is a distinction between self-presentational concerns in a non-competitive exercise environment compared to a competitive exercise environment.Graduate
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Sin, Leo Y. "Mood and advertising persuasion : a model integrating mood management and mood disruption mechanisms." Thesis, 1992. http://hdl.handle.net/2429/2244.
Full textAbstract:
Past consumer research on mood has focused mainly on the impact of pre-processing mood on attitude formation, cognitive process, or behaviour. The present study, however, opens a new research direction by investigating the impact of ad characteristics on pre-processing mood. In particular, this research develops a model by combining the mood management and mood disruption mechanisms to answer the following interrelated research questions: (1) How does a consumer's mood interact with an ad's characteristics?
(2) What is the effect of this interaction on subsequent mood and ad evaluation? (3) When will the above effect on ad evaluation be more likely to occur? Before the main experiment was conducted, a scale was developed to measure the mood potency of an ad -- a construct developed to capture the dimensions of an ad in eliciting affective responses. Following a systematic psychometric scale-development procedure, a reliable and valid scale with eighteen items was obtained. A 2x2x2 between-subject factorial design was conducted to test the model. The treatments included pre-processing mood pleasure, pre-processing mood arousal, and mood potency of an ad. The experiment involved exposing groups of subjects to one ad after listening to one piece of music, then comparing ad evaluations by music condition. The ad's mood potency was manipulated to elicit either a positive or negative feeling. Music was employed to vary pleasure and arousal prior to ad processing. Altogether two ads and four pieces of music were used.
For the dependent measure considered (i.e., ad evaluation), findings were in accordance with a mood management interpretation. It was found that a positive mood potency ad was preferred to a negative mood potency ad either in a good or bad mood condition. Moreover, this effect was more pronounced when the arousal level was high. Regarding predictions on change in pleasure/arousal due to an exposure of an ad, only the change in pleasure yielded marginal support for the mood disruption mechanism. The findings of this study not only contribute to our understanding of research on advertising context and affective responses but also have important implications for managerial decisions on ad placing, design, and copy testing.
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Strong, Scott Martin. "The role of exposure to media-idealized male physiques on men's body image." Thesis, 2004. http://hdl.handle.net/2152/2214.
Full text
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Pretorius, Lina Pamela. "Invloed van kleur in die televisie-advertensie op die begrip en geheue van die kind." Thesis, 2014. http://hdl.handle.net/10210/9385.
Full text
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"Female readers perceptions and attitudes to advertisements in women's magazine with explicit female nudity." Chinese University of Hong Kong, 1992. http://library.cuhk.edu.hk/record=b5887129.
Full textAbstract:
Ho Chi Fun, Edward.Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references.
ABSTRACT --- p.i
ACKNOWLEDGEMENT --- p.iii
Chapter
Chapter I. --- INTRODUCTION --- p.1
Title of the project --- p.1
Literature Review --- p.1
Effectiveness of Nude Models --- p.2
Statement of the Problem --- p.6
Purpose of the Study --- p.6
Objectives --- p.6
Justification --- p.7
Scope of the Study --- p.7
Hypotheses --- p.8
Methodology --- p.9
Types of Data --- p.9
Primary Data --- p.9
Sources --- p.9
Sample Design --- p.9
Sampling Plan --- p.9
Advertising Agents --- p.10
Female Magazine Readers --- p.10
Large Scale Questionnaire Survey --- p.10
Procedure --- p.10
Chapter II. --- INTERVIEW WITH THE WRITERS IN CREATIVE DEPARTMENT OF ADVERTISING AGENTS --- p.13
Interview with a Senior Writer in DDB --- p.13
Interview with a Writer in DMB --- p.15
Chapter III. --- QUANTITATIVE QUESTIONNAIRE SURVEY --- p.17
Basic Analysis of the Responses from Questionnaires --- p.18
Some Statistical Results of the Responses on Selected Advertisements --- p.20
Advertisement 1 : Frederique French Beauty Salon --- p.21
Advertisement 2 : Claris Paris (Skin Care Product) --- p.23
Advertisement 3 : Palmer's FadeCream (Skin Care) --- p.24
Advertisement 4 : Triumph Daily (Undergarment) --- p.25
Advertisement 5 : Outspan Grapefruit --- p.26
Advertisement 6 : Ferre Fragrance --- p.27
The Summary Table of Mean Scores on Different Construct --- p.29
"The Results on the most Favourite, least Favourite and the most Striking One" --- p.29
The Difference in Opinion among Students From Different Faculties --- p.30
The Summary Table for Opinion among Students from Different Departments --- p.32
Chapter IV. --- T H E RESEARCH IMPLICATIONS AND RECOMMENDATIONS --- p.33
Implications from the Contrast of Opinion --- p.33
The Conclusion on Hypotheses --- p.34
Recommendations for Future Research --- p.36
Limitations --- p.36
Recommendations --- p.37
Chapter V. --- MARKETING IMPLICATIONS --- p.38
APPENDIX --- p.39
BIBLIOGRAPHY --- p.86
QUESTIONNAIRE --- p.88
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Brown, Margaret E. "Advertising to the elite : the role of innovation of fine art in advertising in the development of the advertising industry." Thesis, 2015. http://hdl.handle.net/1805/8497.
Full textAbstract:
Indiana University-Purdue University Indianapolis (IUPUI)This study explores the intersection of the developments in the growing advertising, railroad, and automotive sectors of the U.S. economy. It examines the latter two sectors’ advertising to the elite by focusing on how industries that targeted the luxury market used fine art to emphasize and underscore the exceptionalism of that high-end market compared with the mass market. It does so by looking at the transition from using art as a decorative component unrelated to the product to using art specifically designed to advertise a product or experience. In the literature, advertising history has been delineated rather narrowly as the history of advertising to the mass consumer or as the history of advertising a specific type of product. This work broadens the focus in advertising history to show that luxury advertisers, as a sub-category of advertisers, developed particular advertising strategies, which recognized and exploited the relationship between their respective service or product, and a consciously selected audience for their respective advertisements. It shows that high art became a differentiating characteristic of advertising strategies aimed at the social elite market. This work also proposes the need for adding a specific timeline for the development of luxury advertising to the broad, more generally known outline of advertising history.
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Harvey, Michael Joseph. "Seeing the supplements : a rhetorical visual analysis with fitness advertisements." Thesis, 2014. http://hdl.handle.net/1805/5901.
Full textAbstract:
Indiana University-Purdue University Indianapolis (IUPUI)This study uses a rhetorical visual analysis to investigate supplement advertisements within the top three fitness magazines, according to circulation, to provide a richer understanding of the message construction within the visual images the advertisements contain. The advertisements were selected at random over a time span of a year and a half within each of the magazines, totaling nine separate advertisements for analysis. The purpose of this study is to determine to what extent, if any, the construction of advertisements in men's fitness magazines operates as ideographic images establishing legitimacy as determined through application of Sonja Foss' rhetorical visual analysis methodology. Previous research has identified various analyses of visual images within the fitness culture, however, rhetorical visual analysis of supplement advertisement does not appear to have been investigated prior to this project which is the primary concern for the initiation of the current research. Employing rhetorical analysis in order to understand visual images provides a perspective that is imperative to identification of elements and functions of visual images. The current findings indicate that images in advertisements in men's fitness magazines do not establish rhetorical legitimacy, as understood from a rhetorical perspective. However, when examined through a traditional aesthetic intentionalist perspective, the construction of the advertisements operates as ideographic images, establishing legitimacy through the image. This information provides us with the understanding that advertisements within current muscle magazines are operating under a traditional viewpoint, and as such, produce traditional perspectives. The advertisement industry within this genre is reliant upon the consumer first knowing what the product is and then realizing how the image fits into that function. The limitation within this perspective of the advertisement industry is the consumer's knowledge base concerning the product, the product being explained through text and the time the consumer is willing to spend on correlating the intent or function with the images presented.
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"Content analysis: print advertisements in women magazines in Australia and Hong Kong." 1999. http://library.cuhk.edu.hk/record=b5889450.
Full textAbstract:
by Iu Ho Tsz Carmen & Tam Suk Yan Tammy.Thesis (M.B.A.)--Chinese University of Hong Kong, 1999.
Includes bibliographical references (leaves 124-132).
abstract --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF TABLES --- p.v
ACKNOWLEDGEMENTS --- p.viii
CHAPTER
Chapter I. --- Introduction --- p.1
Chapter II. --- Literature Review --- p.5
Chapter III. --- Background --- p.11
Chapter IV. --- Hypotheses --- p.18
Chapter V. --- Methodology --- p.25
Content Analysis --- p.26
Information Content --- p.26
Emotional Appeal --- p.26
Sex Appeal --- p.27
Selection of Magazines --- p.28
Selection of Advertisements --- p.29
Evaluation of Advertisements --- p.29
Survey --- p.30
Chapter VI. --- Results --- p.32
Content Analysis --- p.32
General Magazine Profile --- p.32
General Presentation of Advertisements --- p.33
Proportion of Advertising Product Category in Women's Magazines --- p.33
Color and Size --- p.34
lmage Model --- p.35
Contact Methods --- p.36
Information Content --- p.37
Emotional Appeal --- p.42
Use of Sex Appeal --- p.44
Survey --- p.46
Reading Habit --- p.46
Advertising Effectiveness --- p.49
Information Content --- p.49
Emotional Appeal --- p.52
Perception Towards Sex Appeal --- p.56
Definition of Sex Appeal --- p.56
Impression on Sex Appeal --- p.58
Comparison of Feelings --- p.59
Chapter VII. --- Discussions And Implications --- p.61
General --- p.61
Advertisers' Selection of Magazines --- p.61
Necessities of Contact Modes --- p.62
Information Content --- p.63
Text Level vs. Information Level --- p.66
Usefulness vs. Attractiveness of Advertisements --- p.66
Emotional Appeal --- p.66
Sex Appeal --- p.67
Women's Perceptions of Sex Appealin Print Advertisements --- p.67
Appropriateness/Acceptance Level of the Use of Sex Appeal --- p.68
Acceptance Level of Sex Appeal vs. Age --- p.69
Sex Appeal vs. Nudity --- p.69
Limitations --- p.70
APPENDIX --- p.72
bibliography --- p.124