The study investigated the impact of the Need for Affect personality construct on the processing of advertisements. The purpose of the present study was to gain a better understanding of if, and how need for cognition, sensation seeking, and affect intensity may influence select consumer responses to public service announcements. The study also attempted to provide a better understanding of how prior product use may influence select consumer responses. / Specifically, the study attempted to improve the understanding of factors that should be considered in efforts to successfully demarket alcohol abuse among college students. A control group and an experimental group answered questions at the beginning of the study pertaining to need for cognition, sensation seeking, affect intensity, and prior product use. Two weeks later, the experimental group was exposed to three videotaped programs embedded with commercial messages including a public service announcement pertaining to the responsible use of alcohol. Three days after viewing the last videotape, the experimental group answered a questionnaire pertaining to memory of the advertising messages, attitude toward the advertising messages, and intention to behave. After another two weeks, subjects in both the control group and the experimental group answered a questionnaire pertaining to their use of alcohol during the prior two-week period. / The variables of need for cognition, sensation seeking, affect intensity, prior product use, memory of the advertising message, attitude toward the ad, intention to behave, and behavior were linked to create a multidimensional model. Results of the study indicated that high levels of sensation seeking and prior product use were the best predictors of behavior. Need for cognition and affect intensity were not good predictors of behavior. Sensation seeking was an important indicator of prior product use and intention to buy and consume alcoholic beverages. Although affect intensity did not have a significant influence on behavior, it did have a significant influence on attitude toward the ad. / Source: Dissertation Abstracts International, Volume: 56-08, Section: A, page: 3222. / Major Professor: Richard Mizerski. / Thesis (Ph.D.)--The Florida State University, 1995.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77539 |
| Contributors | Schrader, Julie Toner., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 216 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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