Open Access. Powered by Scholars. Published by Universities.®
Behavior and Behavior Mechanisms Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Keyword
Articles 1 - 2 of 2
Full-Text Articles in Behavior and Behavior Mechanisms
The Effect Of Color In Advertising Among Low And High Self-Monitors, Anne Reardon
The Effect Of Color In Advertising Among Low And High Self-Monitors, Anne Reardon
Honors Theses
Prior research on self-monitoring has indicated high self-monitors will moderate their behavior based upon their environment, whereas low self-monitors listen to internal cues to make behavioral decisions. Within the consumer research, there appears to be individual differences in product evaluation. Self-monitoring orientation has emerged as one explanation for variance in product assessment. High self-monitors have indicated to be more receptive to image-based advertising. Conversely low-monitors have shown to be drawn to quality-based advertisements. Thus, other attributes such as product design, specifically color, appear to be moderators in product assessment among high and low self-monitors. The current research examined the possible …
Route To Persuasion In The Elaboration Likelihood Model: The Role Of Self-Esteem, Hilary Salander
Route To Persuasion In The Elaboration Likelihood Model: The Role Of Self-Esteem, Hilary Salander
Honors Theses
The current study aimed to explore the relationship between the two routes to persuasion proposed in the Elaboration Likelihood Model of persuasion, the central route and the peripheral route, and an individual’s self-esteem. It was hypothesized that individuals with low self-esteem would be more likely to follow the peripheral route to persuasion due to a lack of cognitive resources needed to enter the central route, while those high in self-esteem were thought to be more likely to follow the central route. Participants were first asked to fill out a series of three short questionnaires, one of which was the Rosenberg …