The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Professor Emeritus George Kennedy. Includes bibliographical references.

Thesis (M.A.)--University of Hong Kong, 2001. / Includes bibliographical references (leaves 75-79). Also available in print.

Thesis (Ph. D.)--University of Wisconsin--Madison, 1983. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 188-195).

Thesis (M.A.)--University of Wisconsin--Madison, 1967. / eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Thesis (Ph.D.)--Bowling Green State University, 2006. / Document formatted into pages; contains viii, 330 p. : ill. Includes bibliographical references.

Thesis (M.A.) University of Missouri-Columbia, 2006. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 24. 2007) Includes bibliographical references.

This dissertation deals with the impact of alcohol advertising, which associates drinking alcohol with many desires and values psychologically appealing to young people. As traditional research on alcohol advertising's impact focused on a direct link between exposure and alcohol consumption, this study breaks the link into several mediating stages. Under the theoretical framework of the Message Interpretation Process (MIP) model, this study involves how college students interpret alcohol advertising, how their desire, wishful thinking and expectancies toward drinking may account for both the impact of exposure to alcohol advertising and reasons for drinking. Specifically, the purpose of the study is to (1) assess the MIP model and (2) explore the impact of anti-alcohol messages on college students' interpretation of alcohol advertising. An experiment was conducted with 94 college students. In the experiment, participants were grouped into three treatment groups: the first was exposed to logic-based anti-alcohol messages followed by alcohol advertisements, the second was exposed to emotion-based anti-alcohol messages followed by alcohol advertisements; and the third group was exposed to alcohol advertising only, as the control group. Results showed support for the MIP model in general. As posited by the model, realism and desirability are both related to identification with characters seen in alcohol advertising, which in turn is related to expectancies toward drinking, which is in turn related to intention to drink. The only two exceptions were the lack of significance for the social norm-identification link and relationships with negative expectancies. Compared with exposure, realism and desirability were better predictors for alcohol advertising's impact. The results also showed impact of logic-based anti-alcohol messages on identification and expectancies as well as impact of emotion-based anti-alcohol messages on desirability and identification. There was no significant difference between the two anti-alcohol groups. This study provides insights on how viewers draw from alcohol advertising to make sense of their own lives. Implications for anti-alcohol campaign are provided. Because negative expectancies toward drinking did not influence the intention to drink, the association between negative outcomes and drinking might not very well. Another association between positive outcomes and non-drinking may work better. Recommendations for future research as well as limitations of this study are discussed.

No description available.

The objective of this study was to establish whether consumer services need to be advertised differently from goods and, if so, in what way. A review of the services advertising and the general advertising literature revealed discrepancies between not only the services advertising theory and generic advertising theory but also between services advertising theory and services advertising practice. Exploratory research and a further literature review were undertaken to investigate the rationale and any justification for these inconsistencies. The programme of research culminated into a services consumer behaviour and advertising framework that was tested and verified. Phase one of the empirical research consisted of two pieces of exploratory analysis, which examined the UK advertising industry from different angles to establish how consumer services are advertised. Firstly, a content analysis of 270 service and goods advertisements was performed to compare the amount and type of information they contained. Secondly, nine in-depth personal interviews with advertising practitioners were conducted to explore their views on how services should be advertised. A discussion of the findings from the exploratory research and a further literature review led to the development of fourteen hypotheses. Phase two also comprised of two pieces of empirical research. Firstly, the hypotheses were tested by undertaking a questionnaire survey, which explored the buying behaviour of 400 consumers who had recently purchased a variety of different consumer services. The results from the survey were then utilised, alongside further advertising literature, to create advertising guidelines which were compared with the executional tools utilised in a selection of award winning, successful service advertisements. The final framework classifies services into four groups: high involvement utilitarian, high involvement experiential, low involvement utilitarian and low involvement experiential. The buying behaviour relevant to each category in terms of information search and evaluation is provided. In addition, the influences of motivation and opportunity as well as the involvement dimensions i.e. importance and interest, are included. The framework also contains appropriate advertising appeals and specific executional guidelines for each classification.

No description available.