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Looking And Liking: Applying Information Processing To Facebook Ads, Jennie A. Ford
Looking And Liking: Applying Information Processing To Facebook Ads, Jennie A. Ford
ETD Archive
This study applied the Limited Capacity Model (Lang, 2000) to understand how individuals' process their Facebook pages. It is an eye tracking study that collected data from students at a Midwestern university to analyze how individuals process, encode, store and retrieve posts from their Facebook pages, specifically suggested/sponsored posts that are integrated into their newsfeed and targeted to them based on known information. The individuals explored their Facebook pages and were asked to recall the brands or advertisements they were first exposed to on their page. The results from eye tracking were used to analyze how they oriented to and …
A Functional Approach To Schwartz's Cultural Dimensions: Persuasive Appeals Corresponding To Individual Cultural Values, Chichang Xiong
A Functional Approach To Schwartz's Cultural Dimensions: Persuasive Appeals Corresponding To Individual Cultural Values, Chichang Xiong
ETD Archive
The goal of this study is to add to the literature of advertising as well as consumer psychology, specifically testing whether people's attitude towards online advertising would depend on how much the advertising resonated with their individual cultural values. Hereby, Schwartz's cultural dimensions were adopted, namely Hierarchy, Egalitarianism, Embeddedness, Intellectual Autonomy and Affective Autonomy. Past research has suggested that when advertising contained the same value a person stresses, that person would have more favorable attitudes towards the ad. More relevantly, research has demonstrated that if an advertisement was more relevant with a person's individual cultural values (Torelli et al., 2009), …
Online News And The Effects Of Heuristic Cues On Audiences' Attitudes, Hocheol Yang
Online News And The Effects Of Heuristic Cues On Audiences' Attitudes, Hocheol Yang
ETD Archive
This paper is designed to explore how online readers process information when online news articles have majority cues. These majority cues are conceptualized as a specific type of heuristic cue and this study discovered complex interaction effects of this heuristic cue. Heuristic and Systematic Model (HSM) and Elaboration Likelihood Model (ELM) successfully predict how these interaction effects work when these models work together. MANOVA and ANOVA analyses report significant interaction effects among heuristic cues, involvement, and argument quality on readers attitudes (attitude toward information and author's credibility) that supporting both Hypothesis 1 and 2. Specifically, in regard a Hypothesis 1, …