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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

Mood and advertising persuasion : a model integrating mood management and mood disruption mechanisms

Sin, Leo Y. 05 1900 (has links)
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.

The Motivation-Emotion-Matching (MEM) model of television advertising effects

Peterson, C. Mark 05 1900 (has links)
No description available.

The effect of cognitive activity on attitude change and attitude stability

Stephenson, Stanley D January 1974 (has links)
Photocopy of typescript. / Thesis (Ph. D.)--University of Hawaii at Manoa, 1974. / Bibliography: leaves 131-137. / vii, 137 leaves ill

The relationship between need for cognition, argument strength, and the persuasiveness of courtroom technology

Binder, Dana M. January 2006 (has links)
Thesis (Ph. D.)--University of Wyoming, 2006. / Title from PDF title page (viewed on Nov. 27, 2007). Includes bibliographical references (p. 33-36).

Versuch einer theoretischen Grundlegung des Beratungsprozesses

Hruschka, Erna. January 1969 (has links)
Habilitationsschrift--Universität Hohenheim (Landwirtschaftliche Hochschule). / Bibliography: p. [110]-123.

The language of the gods : oblique communication and divine persuasion in Homer's 'Odyssey' /

Zekas Christodoulos. January 2009 (has links)
Thesis (Ph.D.) - University of St Andrews, December 2009. / Electronic version restricted until 18th December 2014.

Attributes of the source and opinion agreement

Tans, Mary Dee, January 1968 (has links)
Thesis (M.A.)--University of Wisconsin--Madison, 1968. / eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Moderators of the effects of mental imagery on persuasion the cognitive resources model and the imagery correction model /

Mazzocco, Philip James, January 2005 (has links)
Thesis (Ph. D.)--Ohio State University, 2005. / Title from first page of PDF file. Document formatted into pages; contains xvi, 251 p.; also includes graphics. Includes bibliographical references (p. 157-174). Available online via OhioLINK's ETD Center

It's the type of thinking that counts a metacognitive analysis of the effects of processing strategies on attitude certainty /

Rucker, Derek Dewitt, January 2005 (has links)
Thesis (Ph. D.)--Ohio State University, 2005. / Title from first page of PDF file. Document formatted into pages; contains xiv, 113 p.; also includes graphics. Includes bibliographical references (p.80-84) Available online via OhioLINK's ETD Center

Dead-set against it? thoughts of death can promote resistance to attitude change /

Dood, Tiffany Lee. January 2007 (has links) (PDF)
Thesis (M.S.)--Montana State University--Bozeman, 2007. / Typescript. Chairperson, Graduate Committee: Ian M. Handley. Includes bibliographical references (leaves 51-54).

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