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Articles 1 - 6 of 6
Full-Text Articles in Social and Behavioral Sciences
A Psychographic Analysis Of Generation Y College Students, Joyce M. Wolburg, James Pokrywczynski
A Psychographic Analysis Of Generation Y College Students, Joyce M. Wolburg, James Pokrywczynski
College of Communication Faculty Research and Publications
Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/extroversion affect both the perceived value of advertising as an information source and the relevance …
Communication Technology And Intercultural Education: A Report On Pedagogy, Deleasa Randall-Griffiths, Daradirek Ekachai
Communication Technology And Intercultural Education: A Report On Pedagogy, Deleasa Randall-Griffiths, Daradirek Ekachai
College of Communication Faculty Research and Publications
No abstract provided.
In Danger Of Dilution?, Bonnie Brennen
In Danger Of Dilution?, Bonnie Brennen
College of Communication Faculty Research and Publications
No abstract provided.
Public Perceptions Of The Midwest's Pavements: Explaining The Relationship Between Pavement Quality And Driver Satisfaction, James K. Giese, Robert Griffin, David Kuemmel
Public Perceptions Of The Midwest's Pavements: Explaining The Relationship Between Pavement Quality And Driver Satisfaction, James K. Giese, Robert Griffin, David Kuemmel
College of Communication Faculty Research and Publications
A three-phase study involving focus groups and sample surveys was conducted in three Midwestern states to assess the amount of satisfaction that motorists who drive on rural, two-lane state highways have with the pavement characteristics of those highways and to explain the relationship between the actual physical condition of the pavements and motorists' satisfaction. Consistently in each state, the direct relationship between pavement quality and driver satisfaction was mediated by cognitive structure—a set of five specific beliefs motorists have about the pavement. The part of the study that (a) applies a powerful psychological model to the task of …
The "Risky Business" Of Binge Drinking Among College Students: Using Risk Models For Psas And Anti-Drinking Campaigns, Joyce M. Wolburg
The "Risky Business" Of Binge Drinking Among College Students: Using Risk Models For Psas And Anti-Drinking Campaigns, Joyce M. Wolburg
College of Communication Faculty Research and Publications
To assist creators of public service announcements and anti-drinking campaigns, this study provides an in-depth examination of the risks of binge drinking from the perspective of college students. Using current risk models for guidance, key elements from the qualitative data in the study are addressed, including perceived risks and their severity, vulnerability to risks, self-efficacy, response efficacy, benefits from ritual functions, and other costs or benefits based on students' attitudes and beliefs. An integrated risk perception model is introduced. Student participants enumerated extensive risks; however, they generally felt invulnerable to the consequences. Most adopted a management style of “taking chances” …
Misplaced Marketing: Why Television Is The “Wrong” Environment For Public Service Advertising Campaigns, Joyce M. Wolburg
Misplaced Marketing: Why Television Is The “Wrong” Environment For Public Service Advertising Campaigns, Joyce M. Wolburg
College of Communication Faculty Research and Publications
Notes that research has shown that advertising efforts to promote social causes rarely reach meaningful levels of effectiveness. Points out that while the media provide the right emotional climate for advertising messages that encourage consumption, it follows that the media provide the wrong environment for messages that discourage consumption or other behaviors. Concludes that money spent might best be redirected to other prevention efforts that more directly accomplish the social program’s goals.