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Now showing items 1-6 of 6
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) ...
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 ...
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: ...
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 ...