Advertising and Promotion Management Commons^™

Exploring Antecedents, Performance Outcomes And Psychological Processes Of Multi-Device Use, Chi-Wen Chen

Dissertations, Theses, and Capstone Projects

Given the widespread use of multiple devices (such as desktop computers, smartphones, and tablets) in performing a task, systematic, theoretic, and empirical studies pertaining to motivations regarding, performance outcomes, and attitudes toward multi-device use have become essential. Despite the increasing importance of multi-device use, research remains scarce regarding this topic.

To comprehensively understand the issues of multi-device use, this dissertation comprises three complementary studies, each of which focuses on a different aspect of multi-device use: Given the availability of multiple devices, what are the motivations behind multi-device use as opposed to the use of only one device to complete a …

Explorations Of Perceived Product Efficacy, Veronika Ilyuk

Dissertations, Theses, and Capstone Projects

Prior research has largely treated perceived product efficacy as a one-dimensional construct. This research uniquely demonstrates that perceived product efficacy is comprised of several dimensions and focuses on one previously unexplored dimension that has significant implications for consumption frequency: perceived duration of product efficacy. The current research shows that consumers make biased duration judgments of product efficacy: consumers make shorter (vs. longer) duration judgments when they perceive a concurrent task to be relatively difficult (vs. easy). The effect of perceived task difficulty on duration judgments of product efficacy is (1) established with energy-enhancing products and medication, (2) shown to be …

Homeostasis-Driven Responses To Consumer Sensations, Rhonda Hadi

Dissertations, Theses, and Capstone Projects

This research examines the effect of experienced physical temperature on an individual's decision-making process. Reliance on emotions can function as a warming process and reliance on cognitions can function as a cooling process, hence individuals are nonconsciously induced to alter their decision-making style according to their thermoregulatory objectives. My first two studies support a thermoregulatory account by demonstrating that the mere use of cognitive versus affective processing leads to both self-reported and objective changes in body temperature, and that the adoption of a compensatory pathway can indeed aid in providing temperature-related comfort. My last three studies demonstrate that individuals adopt …

Wearing Your Heart On Your Sleeve: The Effects Of Conspicuous Compassion On Identity Signaling And Charitable Behavior, Zoe Rogers

Dissertations, Theses, and Capstone Projects

Conspicuous compassion is one type of prosocial behavior that involves the purchase and wearing of merchandise that supports a cause. This research considers the effects that conspicuous compassion has on signaling to others and signaling to the self and the factors that influence these types of signaling. This research shows that self-signaling is influenced more by whether the merchandise supported (vs. did not support) a cause, while other-signaling is more influenced by the public (vs. private) dimension of the message on the merchandise. This research also examines a two-path model of the effects of conspicuous compassion on subsequent charitable behavior, …

Advertisements: Interpreting Images Used To Sell To Young Adults, Alyssa Dana Adomaitis, Kim P. Johnson

Publications and Research

Purpose – The purpose of this study is to identify images used in advertising directed toward young adults, investigate what young adults thought of these images, and explore how young adults used these images.

Design/methodology/approach – A content analysis of 674 apparel and cosmetic advertisements located in four fashion magazines (Elle Girl, Seventeen, YM, and TeenVogue) resulted in eight categories. Participants (n ¼ 32) viewed advertisements representative of the categories and answered questions related to their thoughts about the model depicted in the advertisement and their use of the images.

Findings – Participants’ used the models as a point of …

Ballpoint Pens, Janet Butler Munch

Publications and Research

The development and marketing of the commonplace ballpoint pen in the United States.