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Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?, Zachariah Schlichting
Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?, Zachariah Schlichting
CMC Senior Theses
The purpose of this study is to explore the effects of sexual imagery in advertisements on consumers’ perceptions of brand competence and agency. The effect of a brand’s expected agency was also manipulated between two groups, high expected agency (e.g., tech companies) vs low expected agency (e.g., alcohol companies). 167 participants (M=22.48, 54% women) were recruited through Sona Systems and social media to partake in an online survey conducted through Qualtrics. Participants were randomly assigned to one of four experimental groups and shown seven fictional advertisements; four target advertisements and three deception advertisements. They were then asked to rate their …
The Effect Of Visual Alcohol Cues On Risk Taking Behavior Based On Memory Primes And Individual Drinking Habits, Madison Mccue
The Effect Of Visual Alcohol Cues On Risk Taking Behavior Based On Memory Primes And Individual Drinking Habits, Madison Mccue
CMC Senior Theses
Given the strong presence of alcohol cues in the media, this study aimed to investigate whether exposure to a visual alcohol cue versus a neutral cue would elicit memories about alcohol and increase the likelihood to engage in risk taking behavior, particularly for individuals who consume higher levels of alcohol or who report positive memories associated with alcohol. Through an online Qualtrics survey, 110 college student participants watched either two video advertisements for alcohol brands (alcohol cue), or two advertisements for soda brands (neutral cue), and then completed a memory cue task to assess if positive, neutral or negative memories …
The Influence Exposure Has On Consumer Behavior, Ryan M. Farney
The Influence Exposure Has On Consumer Behavior, Ryan M. Farney
CMC Senior Theses
Advertising has been around for thousands of years and has proven to be a valuable asset to company revenue. The methods used in advertising have been examined closely more recently, specifically from a psychological standpoint. The human brain reacts to advertisements in different ways. Low and high involvement advertisements stimulate the brain in the subconscious and conscious state effectively. While each of these advertising methods are useful, complex messaging techniques seem to stimulate recall more effectively than simple messaging. In the age of digital advertising, sponsors look to put new resources to use to ensure paid advertisements are doing their …
A Psychological Analysis Of Behavioral Consumerism: Advertising, Decision-Making, And Its Implications For Retailers, Grace V. Coburn
A Psychological Analysis Of Behavioral Consumerism: Advertising, Decision-Making, And Its Implications For Retailers, Grace V. Coburn
CMC Senior Theses
Advertising is a ubiquitous and substantial influence in consumerism, prompting psychological decision-making processes and behavioral consumerism. Selective marketing, advertising, and merchandising can only be successful when the processes within populations are identified and modified to fit the consumer. This paper examines psychological concepts surrounding the complex variables of decision-making. It will discuss relevant literature and empirical evidence that are imperative to further studies of behavioral consumerism. Such concepts that will be examined include: the elaboration likelihood model, regulatory focus theory, paradox of choice, as well as consumer variables such as influences of personality and maximizers versus satisficers. It then addresses …