This study investigated whether personality differences (i.e., personal need for structure [PNS] and personal fear of invalidity [PFI]) would interact with the type of risk information in Direct-to-consumer advertising (DTCA) of prescription drugs to influence participants' attitudes toward the ad and brand via differences in processing of the content of the ads. Results for both high PNS and low-PNS participants suggested that their attitudes toward the brand were influenced by their global attitudes toward DTCA, while their attitudes toward the ad were not affected by their global attitudes. For participants with higher personal fear of invalidity, their attitudes toward the brand were also correlated with their global attitudes toward DTCA. For low-PNS participants, attitudes toward the brand were influenced by the type of risk information. The analyses also indicated that for participants who seemed to engage in the central route (careful) processing (i.e., low PNS), attitudes toward the drug were more favorable among participants presented with mild (vs. severe) risk information. / A Thesis Submitted to the Department of Communication in Partial Fulfillment of the
Requirements for the Degree of Master of Arts. / Summer Semester, 2007. / July 9, 2007. / Direct-To-Consumer Advertising, Personal Fear Of Invalidity, Personal Need For Structure, Information Processing / Includes bibliographical references. / Laura Arpan, Professor Directing Thesis; Arthur Raney, Committee Member; Juliann Cortese, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_175598 |
| Contributors | Lu, Jia (authoraut), Arpan, Laura (professor directing thesis), Raney, Arthur (committee member), Cortese, Juliann (committee member), School of Communication (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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