Digital Commons Network^™

Consumers' Correspondence Inference On Celebrity Endorsers: The Role Of Correspondence Bias And Suspicion, Taewoo Kim

Doctoral Dissertations

The main purpose of this study is to find out whether celebrity endorsers’ behaviors, such as large endorsement contract and multiple product endorsement, will influence consumers’ correspondence inferences on those celebrities’ genuine attitudes towards the endorsed products in print advertisements and how such attributional inferences will differ according to the perceived level of product congruence with the endorser. For meaningful analysis and interpretation, the differential effects were examined in terms of correspondence bias and suspicion of ulterior motives. The bias refers to people’ attributional inference tendency to relying on other persons’ dispositions; whereas, the suspicion of ulterior motives accounts for …

Consider The Source: Receiver-Assigned Attributions Of Credibility To Influential Bloggers, Aaron Michael Sachs

Masters Theses

The purpose of this study is to examine credibility as it pertains to blogging. While studies have traditionally considered credibility in the context of the material being created, this study examines source credibility in the context of the personality creating the material. Therefore, this study functions primarily as an exploratory study and seeks to present an understanding of source credibility from the perspective of the individuals participating in blogging communities cultivated by influential bloggers. An interview questionnaire was specially developed for this study. Ten participants were selected for this study. Eight of them are females, two of the participants are …

Examining The Role Of Perceived Immediacy As A Mediator: Revisiting The Relationships Among Immediate Behaviors, Liking, And Disclosure, Stephanie Erin Kelly

Doctoral Dissertations

This dissertation purports to clarify the role of perceived immediacy in interpersonal communication. Immediate behaviors were first identified as behaviors associated with increases in receiver liking and self-disclosure. As such, the first study is a meta-analysis of immediate behaviors and self-disclosure and the second study meta-analyzes immediate behaviors and liking. The magnitudes of the effects yielded from both studies are consisted with indirect relationships. The third study is an experiment which uses a range of previously identified immediate behaviors from the literature as an induction and measures perceived immediacy, liking, and self-disclosure to test perceived immediacy as a mediating variable …

Consumers’ Optimistic Bias And Responses To Risk Disclosures In Direct-To-Consumer (Dtc) Prescription Drug Advertising: The Moderating Role Of Subjective Health Literacy, Hoyoung Ahn

Doctoral Dissertations

Despite a substantial body of research in direct-to-consumer advertising (DTCA) for prescription drugs, what is missing from much of the existing discussion on DTCA disclosure is a focus on the roles of consumers’ individual motivation and ability factors in processing risk disclosures. Guided by the Elaboration Likelihood Model (ELM) and the Motivation-Ability- Opportunity (MAO) framework, this research focuses on the roles played by individuals’ optimistic bias as motivation and ones’ subjective health literacy as ability to process and evaluate risk disclosures in DTCA. Specifically, this study examined whether the degree of optimistic bias affected consumers’ risk disclosure processing in terms …

Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park

Doctoral Dissertations

Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …

Effectiveness Of Antismoking Campaign Strategies On Smoking Cessation Of Chinese Smokers: An Application Of Taylor’S Six-Segment Message Strategy Wheel, Xizi Cai

Masters Theses

China has the largest smoker population in the world. Since 2006, with China as a member country of WHO FCTC (World Health Organization Framework Convention on Tobacco Control), the country has seen more and more antismoking campaigns on various kinds of media both national and local. However, the effectiveness of these antismoking campaigns is still not clear, especially within Chinese traditional smoking culture background.

Adopting an in-depth interview approach, this study explores how different antismoking campaign strategies in terms of Taylor’s Six-segment Massage Strategy Wheel could influence smoking cessation of Chinese adult smokers who have quitting experience. Research questions focus …

The Mother-Infant Dyad Study: A Grounded Theory Inquiry Into The Day-To-Day Experiences, Between First-Time Mothers And Their Infants, That Influence Feeding Practices, Jennifer Jean Helvey

Masters Theses

Background: Inappropriate infant-feeding practices linked to excessive, rapid, early weight gain, are potentially powerful intervention points for reducing risk of later obesity. Understanding how and why these behaviors begin is currently the topic of much research. Because breastfeeding has been found to be somewhat protective against early rapid gain, and because low-income, Southeastern U.S. populations are significantly less likely to initiate and maintain breastfeeding, it is critical to focus efforts in these populations. Grounded theory methodology provides the optimal theoretical underpinnings for exploring development of these practices.

Research Objective: The objective was to explore, using grounded theory methodology, the set …

Prepared For Natural Disaster? How Children And Families Understand And Make Sense Of Natural Disaster Preparedness, Tatjana Magdalena Hocke

Doctoral Dissertations

Natural disaster risks have increased in the last decades with hurricanes causing billions of dollars in material damages and untold human suffering and death. To reduce natural disaster impact, public relations scholars and practitioners have called for increased pre-crisis preparation. Families with children are one group severely impacted by natural disaster crisis. With only approximately one-third of families in the United States having taken disaster preparedness steps, practitioners and researchers seek new understanding and approaches to increasing family disaster preparedness. However, the research on organizational and societal preparedness remains scarce. Furthermore, public relations scholarship has neglected to target families with …

Students’ Writing Self-Efficacy, Motivation, And Experience: Predictors In Journalism Education, Matthew Bryan Broaddus

Doctoral Dissertations

The field of journalism has gone through several years of turmoil as new technology, platforms, and economic hardships have swept away traditional journalistic practices and models. Print media continues to hemorrhage jobs and money while media outlets adjust to technology-enhanced reporting. College journalism majors often face changing curriculum and graduate feeling unprepared to be competitive in the journalistic job market. While many things have changed in the field, one pillar of journalism that has not changed is the need for journalists to possess an excellent writing ability, supplemented with the ability to think analytically. The connection between students’ ability to …

The Information Landscape Of A Wicked Problem: An Evaluation Of Web-Based Information On Colony Collapse Disorder For A Spectrum Of Citizen Information Seekers, Reid Isaac Boehm

Masters Theses

The following research takes a mixed method approach to understanding the information landscape of a wicked problem. Wicked problems are defined as being uncertain in cause, having many stakeholders with conflicting interests, and inevitably have no foreseeable solution. Through the study a framework is implemented that assesses a portion of the landscape of colony collapse disorder information from the federal government via the web. Using a government information valuation framework that takes into account a spectrum of citizen user needs, the research was able to look at the information content within the context of the public sphere and to apply …

Teach For America Teachers' Blogs On Teaching, Samantha Nicole Holt

Masters Theses

In 1989, Princeton University senior Wendy Kopp conceived the idea of a national teacher corps that would place the brightest young people in the schools that were the most difficult to staff. This idea, which became Teach For America (TFA), took life in 1990, and has since become a powerful force in the public education reform movement. TFA consistently attracts college graduates from the nation’s top universities, and with the funding it receives from private donors as well as the federal government, the organization recruits and trains these individuals who commit to teach in the country’s highest-needs public schools. Critics …

Creating A Brand Experience Across Media Channels, Virginia Gibson Switzer

Masters Theses

This study examines how messages marketed through different media channels impact a consumer’s brand experience. The goal of this study was to explore the extent to which consumers experience brands through media channels. This study relies on four focus group sessions and a thematic content analysis to gather findings. It was discovered that consumers viewed customer service as the leading characteristic in brand loyalty.

Consumers were primarily impacted by brands through consumer reviews, reliable sources, convenience and special promotions. Participants chose reliable print mediums as a resource to research products. Online sources were the leading medium for reading consumer reviews …

Emergency Text Messaging Systems And Higher Education Campuses: Expanding Crisis Communication Theories And Best Practices, Tanya Desselle Ickowitz

Masters Theses

Recent public safety threats affecting college and university campuses during episodes of natural disasters and mass violence have exposed numerous challenges and opportunities in crisis and risk communication. The evacuation of college campuses during natural disasters such as Hurricane Katrina in 2005 and episodes of mass violence such as the shootings at the University of Alabama-Huntsville in 2010, among others, have revealed how even the most well-developed campus communication plans leave room for improvement during actual crisis events (Catullo, Walker, & Floyd, 2009). Through in-depth interviews (N=10) of crisis communication managers at U. S. colleges and universities, as well as …

Reporting Matt Murdock's Double Life: The Image Of The Journalist In Marvel Comics' Daredevil, Robby Wayne O'Daniel

Masters Theses

Popular entertainments often provide the general public with a construct for who a journalist is and what the work of a journalist entails. It is important to study journalists in the popular culture to understand how the idea of the journalist is conceived by those who do not go to newsrooms and do not have first-hand experience with how journalists work. In order to do their jobs, journalists must regularly interact with the public at large, gathering facts, coordinating appointments, interviewing and so on. If these people have a negative image of the journalist, it would be helpful for journalists …

Diffusion Of Social Media Among County 4-H Programs In Tennessee, Rebekah Bowen

Masters Theses

Over the past decade, Cooperative Extension and 4-H professionals have been faced with the decision of whether they should adopt new communication technologies such as social media to interact with their rapidly growing audience. Current research on social media and Extension shows that there are some identified risks and barriers (Fuess & Humphreys, 2011; Seger, 2011); however, many Extension professionals believe that social media usage could be very beneficial for Extension and\or 4-H usage (Coates, 2004; Rhoades, Thomas & Davis, 2009; Kinsey, 2010). In order to increase the body of empirical research on this subject, a quantitative study was conducted …