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.

M.A. (Psychology) / Please refer to full text to view abstract

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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.

The purpose of this study was to analyze the content of selected television commercials according to Kenneth Burke's theory of the rhetoric of rebirth. A supplementary Burkeian method called cluster analysis was also used. The analysis revealed, that the rhetoric of rebirth was incorporated in the commercials to stimulate guilt in the television audience. The products offered in the commercials supposedly purged this guilt, transforming the person to a new way of life. The analysis revealed meanings inherent in the word choices for various commercials as well as the potential impact of those words. The study isolated several underlying motifs in the substance of the commercials. The effect of the visual message may cause the audience to overlook the message of the words. Experimental research cited in this study confirms this hypothesis.

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

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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