Master of Science / Department of Journalism and Mass Communications / Curtis Matthews / Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed.

This aim of this thesis is to contribute to the debate about the best approach to engage citizens with sustainable behaviour. It is generally agreed that „bottom-up‟ approaches, where individuals are actively involved, are more effective than „top-down‟ authority-led projects where they have a more passive role. There is, however, a dearth of evidence from comparative evaluations. This thesis examines six distinct communication activities aimed at encouraging individuals to adopt more sustainable behaviours. Each used a different approach, some participative and others more top-down informational. Two questionnaires were used to gather data. The first was conducted at the time of the activity; the second between four and five weeks later and included questions about behaviour change. Variables from Petty and Cacioppo‟s Elaboration Likelihood Model (ELM), such as perceptions about a message and its source, and variables which Ajzen‟s Theory of Planned Behaviour (TPB) proposes as being key to behaviour change, such as subjective norms and attitudes, were used to see if these identified any difference in outcome. Findings indicate support for the added value of a bottom-up approach compared to other mechanisms and identify that this may be partly explained by the extent to which such activities offer a more supportive environment for behaviour change to take place. The measures used in this study may be useful to others seeking to evaluate behaviour change communication campaigns or those comparing different communicative approaches.

This research explores the second-level agenda-setting effects of news photographs and news stories, separately and when presented together. The tone of photos and stories each independently influence public opinion on an affective level. Negative stories and photographs elicited negative opinions and emotions about the issue presented, while positive responses resulted from positive stories and photographs. When congruently toned stories and photos were presented together their affective agenda-setting effects were amplified. Positive stories paired with positive photos created stronger positive affect than negative stories and photos, which precipitated a strong negative response. However, because of the negativity bias, no significant differences were found between negative stories paired with negative photos and negative stories with positive photos. Audiences felt negative, regardless of the valence of the photo. When stories and photos were of incongruent tone, the audience's opinion about the issue followed the tone of the story. Findings from this study also confirmed that need for orientation was not a component of second-level agenda setting. However, a relationship was established between need for orientation and elaboration. Those with high need for orientation were more likely to process the information deeply than those with low need for orientation, thereby drawing ties between agenda-setting theory and the Elaboration Likelihood Model. / text

Sexual assault in the United States continues to be a major societal problem which often results in serious long-term consequences for the survivors, with perpetrators most commonly being men. Sexual assault prevention programs for college men often lack theories to guide the research and demonstrate mixed results. Previous research has demonstrated that more traditional male gender role identity is linked to sexual assault supportive attitudes and behaviors, suggesting that masculine ideology could be a contributing factor to college men?s reactions to a sexual assault prevention program. The purpose of this study was to test a model of how male gender role identity constructs influence college men?s reactions to a sexual assault prevention program through the Elaboration Likelihood Model. Participants were 97 college men, ages 18 to 22. They completed measures of adherence to masculine ideologies, then participated in an hour long sexual assault prevention program focused on bystander prevention, and finally completed measures of central route processing and outcome variables. Structural equation modeling was used to test a model of how masculine ideologies and central route processing contributed to outcome results. These results indicated that men who adhered to more traditional masculine ideologies were less likely to engage in central route processing, a thoughtful processing of the information provided in the prevention program. Additionally, less adherence to traditional masculinity predicted more behavioral intentions to change as a result of the program and less acceptance of rape myths. More engagement in central route processing also predicted more positive outcomes such as behavioral intentions to change and less rape myth acceptance. Results from hierarchical linear regression analysis indicated that central route processing was more influential on the outcome variables than masculine ideology. Implications for this research include support of sexual assault prevention programs based on the Elaboration Likelihood Model as being potentially effective regardless of the men?s existing masculine ideologies.

Objective: To explore consumer attitudes towards generic medication. Methods: A quantitative method was used in this explorative study to assess consumer attitudes towards generic medication. A survey design was utilized. A questionnaire was devised that comprised four sections which assessed attitudes towards generic medication. A Living Standards Measure (LSM) assessed socio-economic status. Convenience sampling resulted in the recruitment of 266 respondents. Statistical analysis of the data included non-parametric (Chi-square and correlation analysis) and parametric statistics (factor analysis, MANOVA and regression analysis). Results: More than half the respondents (54.8%) report preference for original medication over generic medication. A large percentage believes there is a place for generic medication (88.9%). The majority (95%) indicate they would purchase generic medication if it proves to be just as effective as the original product. More respondents (91.2%) trust physician over pharmacist recommendations to purchase generics. More than half the respondents (57.9%) would purchase generic medication if recommended by friends but they trust their family members more (68.6%). The findings indicate that respondents generally hold favourable attitudes towards the efficacy of generic medication despite the fact that slightly more than half prefer original medication. Respondents indicate that pricing and branding influence their attitudes towards generic medication. Chi-square analyses indicated that more men would choose original medication and more women would choose generic medication. Age differences revealed that the older consumer is more likely to choose generic medication. White respondents indicated a preference for generic medication, while Black respondents indicated that they prefer original medication. Middle-class (LSM 5-8) and middle-upper class (LSM 9) respondents prefer generic medication, while upper class (LSM 10) respondents prefer original medication. The correlation analysis found no significant relationship between medical aid status and original or generic medication choice. A principle component factor analysis produced nine factors based on the items in the questionnaire, with only eight factors being subjected to further testing. These eight factors were subjected to a MANOVA and tested against gender and race with no significant differences found between men and women and between Black and White respondents. These eight factors were also subjected to further testing by means of regression analysis where it was found that three of the eight factors were statistically significant. These three factors can be productively explored in future research. Implications: This explorative study focused on consumer attitudes towards generic medication, however, it was identified that the consumer valued their physician’s recommendation for type of medication. For future studies, it would be beneficial to explore medical personnel (physician and pharmacist) attitudes towards generic medication as these individuals play an important role in product choice. Copyright / Dissertation (MA)--University of Pretoria, 2012. / Psychology / unrestricted

This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.

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This study explored the influence of trait anxiety on information processing in persuasive situations, and investigated cognitive load as a mediator of this relationship. The research presented was based off DeBono and McDermott's (1994) framework for exploring trait anxiety and persuasion. The theoretical lens used to explore information processing, the elaboration likelihood model (Petty & Cacioppo, 1986) posits that motivation and ability are necessary components to elaborate on a message. However, very little research has addressed ability variables like trait anxiety. I predicted that students high in trait anxiety would be persuaded by the attractiveness of the source (peripherally) whereas students low in trait anxiety would be persuaded by the strength of the arguments presented (centrally). Undergraduate students were asked to view a picture of a policy presenter and listen to a recording of the student's proposed policy statement. After listening to the recording participants wrote down their thoughts during the presentation and were tested on their ability to recall the arguments presented. They then completed a few scale items assessing their attitudes toward the policy as well as questions to maintain the cover story. Findings showed no difference in processing between low and high trait anxious individuals. However, there was a significant effect of anxiety on attitudes. Additionally, cognitive load was not found to be a mediator of the relationship between anxiety and attitudes.

The prospective student-athletes’ use of an online recruiting platform to seek college scholarships has become a norm. College coaches recruit prospective-student athletes often using tools like global personal contacts, on-site recruiting, and online recruiting platforms. Online recruiting platforms offer several services and vary in price. This study examines female student-athlete golfers’ use of the online recruiting platform to seek scholarships from a global perspective. Previous research suggests that prospective student-athletes prefer online recruiting platforms while college coaches often use other outlets which can lead to miscommunication and lost opportunities. The services, price, and usability of 20 sports online recruiting platforms in the United States were examined to find out what is offered to prospective-student athletes. Interviews of NCAA Division I collegiate coaches were conducted to examine the most common recruiting tools used by the coaches and their opinions of the use of online recruiting platforms.