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Now showing items 21-28 of 28
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. ...
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 ...
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' ...
Examining visual cognitive complexity in the context of online women's magazine home pages
(University of Missouri--Columbia, 2009)
An experiment (N=48) on 18 to 30 year-old women was run to see how the visual cognitive complexity of digital women's magazines' home pages affects the cognitive processing of individuals and their evaluations of the sites. ...
A study of internet use and its impact on individual level social capital indicators and motivation to volunteer
(University of Missouri--Columbia, 2009)
This paper explores the relationship between Internet use among college students and the production of individual level social capital. As such, this paper applied the uses and gratifications theory to motivations for using ...
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 ...
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. ...