Business Commons^™

The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

Although the numerical information effects has been reported in persuasive contexts, little research has investigated how numeric information in the drug efficacy appeals may affect consumers' evaluation of DTC advertising. Based on an experiment, the current study revealed that: (a) consumers reported more positive perceived message effectiveness of and attitude toward advertising toward numeric DTC advertising; (b) when consumers were lowly numerate, the persuasive effects of numeric information was stronger. When consumers were highly numerate, however, the persuasive effects of numeric information was significantly reduced; and (c) perceived message effectiveness was found to be a valid indicator of actual DTC …

Dtc Advertising And Perceived Importance Of Illness: Two-Sided Message And The Moderating Role Of Dtca Skepticism, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.

The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

In the contexts of prescription drug (DTC) advertising, statistical information has been frequently used. However, little is known about how the statistical information affects consumer attitude toward the advertisement and perceived importance of an advertised illness. Based on an experiment, the present study explored the mechanism of consumers' DTC advertising information processing using structural equation modeling (SEM) approach. The findings revealed that: (a) the use of statistical information in DTC advertising positively related to perceived message effectiveness; (b) perceived message effectiveness positively related to attitude toward the advertisement and perceived importance of an advertised illness; and (c) message framing (gain …

Examining Corporate Social Responsibility In Thailand: A View From Thai Companies, Nutthanun Rajanakorn

Doctoral Dissertations

This study aims to understand the perceptions and meanings of corporate social responsibility (CSR) in the context of Thailand. Phenomenology was used to explore the inquiry of how Thai executives perceived and implemented their companies’ CSR. Twenty long-interviews were conducted with Thai executives who were directly involved in and in charge of CSR in their companies. Several themes emerged from the study, and the findings were presented in the aspects of their perceptions of CSR involvement, the motivations, the benefits, and the overall meanings of CSR. Giving back, caring for and helping /sharing, and developing and creating are three themes …

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 …

Generation Y And Sustainability, Shelby L. Talbott

Chancellor’s Honors Program Projects

No abstract provided.

Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones

Doctoral Dissertations

This dissertation is exploratory, examining a little studied part of retail, the shopper. Shoppers are defined as: actively engaged in the pursuit of a target purchase driven by a specific need requiring a solution. The objectives of this research are to clarify the differences between consumers and shoppers, justifying the need for further study. This research also seeks to develop a values based framework of shopper behavior in order to facilitate future research. An extensive review of the literature provides a foundation for the differences between shoppers and consumers. The theory of reasoned action provides the foundation for the shopper …

The Voice Of The River Arts District, Ava Marie Gunter

Chancellor’s Honors Program Projects

No abstract provided.

Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips

Masters Theses

In 2011, 3.5 billion coupons were redeemed, which is up 6.1% from 2010. Even with coupon redemption on the rise, coupon distribution is down, average coupon values are lower, and average usable time before expiration has been shortened. Coupon users, or couponers, are also fighting a bad reputation and stricter store coupon policies.

Despite all the issues facing couponers, couponing has become more popular in recent years. Some of this popularity may be due to the thousands of coupon blogs that aide couponers in matching coupons to available deals. Couponers no longer have to search all sale ads and keep …