Browsing Theses (MU) by Thesis Advisor "Bolls, Paul David, 1966-"
Now showing items 1-20 of 28
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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' ... -
Believe it or not: youth and young adult female perceptions of the credibility of online multimedia messages
(University of Missouri--Columbia, 2007)In the age of Internet, multimedia messages and speed information, it is highly important for communicators to design and create more effective messages to reach their targets. This research addressed the issue of message ... -
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 ... -
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 ... -
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 ... -
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. ... -
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 ... -
The effects of online content structure on attention & memory: exploring optimal structure for news on corporate web sites
(University of Missouri--Columbia, 2005)This study examined the effects of online content structure on attention and memory as indicators to overall communication effectiveness. For the purposes of this study, content structure was defined as either Bite-Snack-Meal ... -
The effects of text complexity and complex graphical elements on readers' text comprehension of online science articles
(University of Missouri--Columbia, 2009)Science literacy (SL) allows an individual to be knowledgeable on the latest science research and to draw "evidence-based conclusions." Unfortunately, only a small portion of the U.S. public is scientifically literate. ... -
The effects of varying levels of object change on explicit and implicit memory for brand messages within advergames
(University of Missouri--Columbia, 2007)This study examined the effects of varying levels of object change in advergames on implicit and explicit memory for the brand sponsoring the game. For the purposes of this thesis, object change was defined as an object ... -
The effects of videographics and information delivery style on attention and recognition in direct-to-consumer prescription drug advertising
(University of Missouri--Columbia, 2008)This study explores the effect of videographics and information delivery style on attention and recognition. The two levels of information delivery style included voiceover and direct address, in which actors speak directly ... -
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: ... -
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. ... -
The good news : measuring the impact of religious words in mass media communication
(University of Missouri--Columbia, 2008)This study explored the relation and use of religious ideas in television news stories. A psychophysiological experiment, based on Lang's (2006) model of limited capacity processing, was conducted using pre-recorded ... -
Grammar and cognitive processing of news articles : exploring dual-processing theories
(University of Missouri--Columbia, 2009)This study considers the impact of grammatical errors on cognitive processing and subsequent evaluation of news articles. It begins with an examination of the Elaboration Likelihood Model, the Heuristic-Systematic Processing ... -
Green with emotion : the effect of negative emotional appeal intensity on cognitive processing of environmental PSAs
(University of Missouri--Columbia, 2008)Emotion and cognition are two interrelated concepts in mass media research. This study examines the effect of negative emotional intensity in environmental public service announcements on cognitive processing and behavioral ... -
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 ... -
Model ethnicity and product class involvement: white Americans' attitude toward advertisements featuring Asian-Indian models
(University of Missouri--Columbia, 2007)Studies show that ethnicity of the spokespersons in advertisements play an important role in shaping attitudes and perceptions about the advertised products. Studies involving black, Hispanic and white models in ads have ... -
Out of sight out of mind : factors in low levels of international news knowledge
(University of Missouri--Columbia, 2009)This study considers the impact of pre-existing knowledge and attitudes on the cognitive processing of international television news messages. This research is valuable because the world is becoming increasingly interconnected ...