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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
The Use Of Exemplars In Audio-Based Media To Increase Behavioral Intent In Adopting Preventive Skin-Cancer Behaviors, Christine M. Lemme
The Use Of Exemplars In Audio-Based Media To Increase Behavioral Intent In Adopting Preventive Skin-Cancer Behaviors, Christine M. Lemme
Master of Arts in Communication
Skin cancer is a growing concern in the young-adult population due to the popularity of indoor ultraviolet (UV) tanning and the acceptance of numerous myths that skin cancer is not a major health concern. This thesis aims to look at the use of media exemplar perceived to be similar and credible to the target population in order to persuade the target population to adopt preventative skin-cancer behaviors. College students of both genders and various ethnicities (N = 170) were surveyed after listening to different radio exemplars on skin cancer. Results indicated that similarity and credibility play a key role in …
The Influence Of Instagram On Exercise And Eating Behavior, Bridgette Kosek
The Influence Of Instagram On Exercise And Eating Behavior, Bridgette Kosek
Honors Projects in Marketing
The use of social media, specifically Instagram, of 305 Bryant University students ages 18-28 was investigated through student completion of an online survey to examine how following exercise and food related Instagram accounts impacts behavior. Both male and females use Instagram fairly equally, though males are more responsive to food Instagram accounts than females, who have no significant difference in behavior. Both males and females who follow exercise Instagram accounts are significantly more active than those who do not follow exercise Instagram accounts. Given the recent explosive use of Instagram in the population, the implications for this study are enormous, …
Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy
Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy
Honors Projects in Marketing
Effectively utilizing persuasion techniques in advertising is essential for businesses to master in order to stay ahead of its competitors. This research project investigates the ways in which marketers advertise brands and products in the online environment, specifically on the social networking sites Twitter and Facebook. More specifically, the implementation of different techniques and credibility of sources will be examined to help gauge the effectiveness of advertisements. By utilizing the constructs of the Persuasion Knowledge Model and source credibility, the attitudes toward brands and advertisements within the online environment was tested. The goal of this research is to evaluate the …