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Articles 1 - 8 of 8
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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 …
Being "Like A Girl" In The Twenty-First Century: Branding And Identity Through Cultural Conversation, Jane A. Condon
Being "Like A Girl" In The Twenty-First Century: Branding And Identity Through Cultural Conversation, Jane A. Condon
Scripps Senior Theses
Branding exists at the intersection of culture and economics and is an increasingly important tool in distinguishing commodities. Over the past few years, more and more companies have started to use discourses of female empowerment, celebrating femininity, womanhood, and all things “girly” to sell their products - spiking sales, racking up millions of online views, and starting important conversations in the process. Procter & Gamble's “Like A Girl” campaign for Always creates a productive tension and way of thinking about both brand and buyer. The “Like A Girl” campaign is unique because it presents a feminist message to and about …
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 …
Genre, Birth Cohort, And Product Perception: Responses To Background Music In Commercial Advertising, Cassidy R. Cavanah
Genre, Birth Cohort, And Product Perception: Responses To Background Music In Commercial Advertising, Cassidy R. Cavanah
Scripps Senior Theses
Research shows that music transmits both embodied (universally perceptible) and referential (culturally specific) meanings. The present study sought to explore the persuasive power of music in commercial advertising, and the complex ties that exist between music, life experience and perception. The study looked at how the perception of a product could be altered in accordance with specific embodied and referential meanings. With a focus on the effects of music genre and birth cohort on product perception, embodied meanings were expected to produce similar results across birth cohorts, and referential meanings were expected to produce significantly different results. A total of …
The Beauty Standard Trade-Off: How Ebony, Essence, And Jet Magazine Represent African American/Black Female Beauty In Advertising In 1968, 1988, And 2008, Jerrika M. Anderson Edwards
The Beauty Standard Trade-Off: How Ebony, Essence, And Jet Magazine Represent African American/Black Female Beauty In Advertising In 1968, 1988, And 2008, Jerrika M. Anderson Edwards
Scripps Senior Theses
How do magazines that target the Black community represent Black/African American female beauty within a society that pushes a Eurocentric beauty ideal? Are these publications affected by the dominant ideal, do they resist the ideal with their own Afrocentric beauty standards, or do they find some type of compromise between the two? In this thesis, I propose that these publications present a compromise between Eurocentric and Afrocentric ideals but to the detriment of Black/African American women. To investigate my research questions, I conducted a content analysis of the advertisements in three periods of time, 1968, 1988, and 2008, in three …
Overcoming Cognitive And Motivational Barriers To Media Literacy: A Dual-Process Approach, Erica Lynn Rosenthal
Overcoming Cognitive And Motivational Barriers To Media Literacy: A Dual-Process Approach, Erica Lynn Rosenthal
CGU Theses & Dissertations
In today's fast-paced, hyper-mediated society, the ability to balance accuracy and efficiency is essential. Media literacy educational programs have arisen to meet this need and proliferated in recent years. Although the practice of media literacy is thriving, its underlying mechanisms are poorly understood and evidence of effectiveness is mixed (e.g., Bergsma & Carney, 2008). A social psychological perspective has the potential to illuminate previously overlooked variables and inform research and practice in this growing field. In particular, whereas media literacy efforts typically emphasize thorough processing of media messages, dual-process theories of persuasion (e.g., Eagly & Chaiken, 1993; Petty & Cacioppo, …