Search
Now showing items 1-12 of 12
Does sex really matter? : the cognitive and emotional effects of sexual explicitness in video advertisements
(University of Missouri--Columbia, 2015)
The purpose of this study was to examine how variations in explicitness of sexual visual imagery in video ads impact the way young adults cognitively and emotionally process advertising. Experimentation included a ...
Producing effective stories : the influence of presentation type and emotional tone on attention, arousal and memory
(University of Missouri--Columbia, 2010)
This study explores how presentation type and emotional tone interact with attention, arousal and memory. A psychophysiological experiment was conducted in the PRIME lab where attention, arousal, valence and memory were ...
Advertising following negative publicity : the effect of content arousal on positivity and attitude toward the brand after a corporate crisis
(University of Missouri--Columbia, 2011)
This study investigates whether positive emotion-arousing ads following a corporate crisis can evoke positivity and repair attitude toward the brand. A fractional factorial experiment was conducted to examine participants' ...
Cause exhaustion : how the loss of potency affects brand attitudes and intentions
(University of Missouri--Columbia, 2011)
The purpose of this study was to investigate if there was a significant relationship between a consumer's perceived frequency with which a cause is featured in cause-related marketing and brand-related attitudes and ...
How can they remember it? : the effect of presentation format and information density on mulitmedia message processing
(University of Missouri--Columbia, 2012)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This study explores how presentation format and information density affect resource allocation and memory. A psychological experiment was conducted ...
Crime against the body : an embodied cognition study of how platform affects responses to crime news
(University of Missouri--Columbia, 2014)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This study aimed at exploring how geographical proximity of the news story (local or international news stories) and bodily proximity of the news ...
Emotional and cognitive processing of traffic safety messages
(University of Missouri--Columbia, 2013)
This study examines the role of framing and empathy in persuasive messages. Twenty professionally produced traffic safety public service announcements (PSAs) were used as stimuli in a 2 (frame: gain v. loss) x 2 (empathy: ...
What, you care? : the effective use of aversive evoking content in viral videos for advocacy group advertising
(University of Missouri--Columbia, 2012)
The current research examined the use of aversive evoking content in advocacy viral videos and how the use of such content affected a person's intention to forward the message. In a 3 (Intensity) x 3 (Video) x 3 (Order) ...
The effect of self-disclosure in celebrity tweets on message processing, parasocial relationships, attitudes, and behavioral intentions
(University of Missouri--Columbia, 2015)
This study examined the role of self-disclosure in celebrity tweets. Thirty-six fictional tweets created by the researcher were used as stimuli in a single-factor (disclosure: low v. moderate v. high) fractionated experiment. ...
Desire for attachments : the role of relational motives in political message processing
(University of Missouri--Columbia, 2015)
The purpose of this study is to examine how relational motives affect cognitive and emotional processing of online political messages. More specifically, the research question for this study asks how variation in relational ...
The effective use of music and branding in shaping consumer behavior
(University of Missouri--Columbia, 2015)
The research examined elements of narrative advertising and how they influenced post exposure behavior. In a 2 (Music) x 2 (Branding) x 3 (Ad) repeated measures design, participants watched 12 video ads that varied in type ...
A study of the social and cognitive effects of sexual objectification in video games on male gamers
(University of Missouri--Columbia, 2015)
Sexual objectification is a popular media tool to capture the attention of viewers and consumers, from print advertisements to television. As media technology has developed, so has the presentation of sexual objectification. ...