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Full-Text Articles in Psychology
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 …
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 …