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INTERNET ADVERTISING: ARE WE BREAKING GROUND OR MOVING DIRT?
Title
INTERNET ADVERTISING: ARE WE BREAKING GROUND OR MOVING DIRT?.
Creator
Marshall, Jaime, Collins, Steven, University of Central Florida
Abstract / Description
Seeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a...
Show moreSeeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a replica of a popular music website, participants were exposed to the test banners on the site's homepage. Due to the limited number of click-throughs, the relationship between the independent variables and click-through could not be established. However, as hypothesized for the low involvement condition, source liking predicted participants' attitude toward the banner advertisements. In the high involvement condition, neither source liking nor argument strength was associated with attitude. Because the test product category--sport drinks--skewed low involvement, a follow-up study should select a high involvement product category to explore such condition more effectively.
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Date Issued
2005
Identifier
CFE0000406, ucf:46348
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0000406
SURVIVING REALITY: SURVIVOR & PARASOCIAL INTERACTION
Title
SURVIVING REALITY: SURVIVOR & PARASOCIAL INTERACTION.
Creator
Davila-Rosado, Pedro, Collins, Steven, University of Central Florida
Abstract / Description
Parasocial interaction is the name that Horton & Wohl coined to describe a viewer's attachmentent toward onscreen persona that they had never physically interacted with (1956). A. Rubin, Perse, & Powell (1985) continued the research and created the Parasocial Interaction Scale. The scale has become the standard in gauging parasocial interaction in various forms of media from soap operas to newscasts. The purpose of this study was top examine parasocial interaction and see if the concept could...
Show moreParasocial interaction is the name that Horton & Wohl coined to describe a viewer's attachmentent toward onscreen persona that they had never physically interacted with (1956). A. Rubin, Perse, & Powell (1985) continued the research and created the Parasocial Interaction Scale. The scale has become the standard in gauging parasocial interaction in various forms of media from soap operas to newscasts. The purpose of this study was top examine parasocial interaction and see if the concept could be applied to the current television trend of reality television. Simultaneously, the study also examined parasocial interaction and its possible connections to loneliness, interpersonal functional alternatives, television viewing motives, exposure, gender, age, and spokesperson selection. The data for this study was collected on the Internet website www.Survivorthesis.com. More than 450 respondents attempted the survey, but only 444 were viable due to incomplete data, repetition, and lack of proof of age. The results of the study found that there was a link between parasocial interaction and loneliness, exposure, spokesperson selection, and television viewing motives. There was no correlation found between parasocial interaction and interpersonal functional alternatives, age, gender.
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Date Issued
2006
Identifier
CFE0001090, ucf:46779
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0001090
LOOKING THROUGH ROSE COLORED GLASSES:THE MEDIA'S INFLUENCE ON PERCEPTIONS OF ROMANCE AND MARRIAGE
Title
LOOKING THROUGH ROSE COLORED GLASSES:THE MEDIA'S INFLUENCE ON PERCEPTIONS OF ROMANCE AND MARRIAGE.
Creator
Straub, Brianne, Collins , Steven, University of Central Florida
Abstract / Description
This study examined the relationship between different media and expectations about romantic relationships and marriage. Participants were asked to complete a survey that measured different romantic constructs and the types of media exposures on a daily and weekly basis. The variables were measured to determine the effect the media play in a person's perceptions on romantic relationships and marriage. The results of the study concluded that although general television viewing does not predict...
Show moreThis study examined the relationship between different media and expectations about romantic relationships and marriage. Participants were asked to complete a survey that measured different romantic constructs and the types of media exposures on a daily and weekly basis. The variables were measured to determine the effect the media play in a person's perceptions on romantic relationships and marriage. The results of the study concluded that although general television viewing does not predict perceptions about romance and marriage, the romantic genre of television programs as well as magazines do have a role in predicting romantic perceptions.
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Date Issued
2006
Identifier
CFE0001024, ucf:46826
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0001024