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dc.contributor.advisorBolls, Paul David, 1966-eng
dc.contributor.authorChao, Ming-Yieng
dc.date.issued2011eng
dc.date.submitted2011 Falleng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on June 6, 2012).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionThesis advisor: Dr. Paul Bollseng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionM.A. University of Missouri--Columbia 2011.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description"December 2011"eng
dc.description.abstractThis 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' emotional variance and attitudinal change in response to a positive emotion-arousing ad following negative publicity on a brand. As a result, 1) based on physiological measures, reading negative news stories about a corporate crisis was neither an arousing nor a negative emotional experience; viewing a positive emotion-arousing ad was arousing and decreased negative emotion compared to a neutral ad, but positive emotion evoked by both content-arousal levels was not different. 2) According to self-reported emotion, however, participants reported negative emotion after reading negative news stories about a corporate crisis; they continued to report positive emotion and arousal after viewing a positive ad compared to after viewing a neutral ad. 3) Finally, viewing a positive emotion-arousing ad resulted in an increase of favorable attitude toward the ad compared to viewing a neutral ad; however, there was not a main effect of content arousal on brand attitude mediated through attitude toward the ad. Even though, viewing a positive emotion-arousing ad and a neutral ad both led to an increase of favorable brand attitude.eng
dc.format.extentvii, 75 pageseng
dc.identifier.urihttp://hdl.handle.net/10355/14533
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartof2011 Freely available theses (MU)eng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2011 Theseseng
dc.subjectcrisis communicationeng
dc.subjectadvertisingeng
dc.subjectinformation processingeng
dc.subjectemotional expressioneng
dc.titleAdvertising following negative publicity: the effect of content arousal on positivity and attitude toward the brand after a corporate crisiseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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