[-] Show simple item record

dc.contributor.advisorLeshner, Glenneng
dc.contributor.authorCullen, Thomas (Thomas Kearney)eng
dc.date.issued2009eng
dc.date.submitted2009 Springeng
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.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on November 13, 2009).eng
dc.descriptionThesis advisor: Dr. Glenn Leshner.eng
dc.descriptionM.A. University of Missouri--Columbia 2009.eng
dc.description.abstractThis research sought to understand whether or not direct-to-consumer prescription drug ads (DTC ads) made people think about their own death (referred to as mortality salience) and what effects these thoughts had on people's opinions of brands of varying status. Study 1 used a free-writing questionnaire to collect brands. Study 2 used scales to rate participant attitude toward 12 DTC ads. Study 2 showed the the ads for Cymbalta and Plavix made people the most anxious; the ads for Detrol LA and Crestor made people the least anxious. Study 3 used word completions to measure for mortality salience. Study 3 also provided additional brand ratings. Study 4 used a lexical decision task to measure for mortality salience; results showed that participants who watched the ads for Cymbalta and Plavix responded faster to death words. The status of brand had no effect on how participants rated the brand. Additional signal detection analysis showed participants to be less sensitive to death words after watching the Cymbalta and Plavix ads. Participant criterion bias did not vary across word type or between condition.eng
dc.description.bibrefIncludes bibliographical references.eng
dc.format.extentv., 62 pageseng
dc.identifier.merlinb72789396eng
dc.identifier.oclc465448864eng
dc.identifier.urihttps://doi.org/10.32469/10355/6539eng
dc.identifier.urihttps://hdl.handle.net/10355/6539
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2009 Theseseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshDirect-to-consumer prescription drug advertisingeng
dc.subject.lcshConsumers -- Attitudeseng
dc.subject.lcshAdvertising -- Brand name productseng
dc.titleThe effects of mortality-salience inducing direct-to-consumer prescription drug commercials on viewer attitude toward high and low status brandseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


Files in this item

[PDF]
[PDF]
[PDF]

This item appears in the following Collection(s)

[-] Show simple item record