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The Use of Choice to Reduce Negative...

ProQuest Information and Learning Co.

The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising./
作者:	Vogt, Paul.
面頁冊數:	1 online resource (55 pages)
附註:	Source: Masters Abstracts International, Volume: 56-05.
Contained By:	Masters Abstracts International56-05(E).
標題:	Communication. -
電子資源:	click for full text (PQDT)
ISBN:	9781369886689

The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising.
Vogt, Paul.

The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising. - 1 online resource (55 pages)

Source: Masters Abstracts International, Volume: 56-05.

Thesis (M.A.)

Includes bibliographical references

This thesis investigates choice as a way of reducing the negative reactions people have toward advertising. Specifically, online interstitial advertisements are examined when participants have a choice of commercials. Results indicate that choice, sex, and the advertisement itself interact to reduce measures of reactance (i.e., anger and negative cognitions). Intrusiveness is shown to be negatively associated with attitudes toward the brand and attitudes toward the advertisement when participants had a choice of advertisements. Cognitive responses were shown to be positively related to attitudes toward the advertisement and anger was shown to be negatively associated with attitude toward the brand.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369886689Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising.
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035 $a AAI10267807
040 $a MiAaPQ $b eng $c MiAaPQ
099 $a TUL $f hyy $c available through World Wide Web
100 1 $a Vogt, Paul. $3 1179377
245 1 4 $a The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising.
264 0 $c 2017
300 $a 1 online resource (55 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 56-05.
500 $a Adviser: David D. Henningsen.
502 $a Thesis (M.A.) $c Northern Illinois University $d 2017.
504 $a Includes bibliographical references
520 $a This thesis investigates choice as a way of reducing the negative reactions people have toward advertising. Specifically, online interstitial advertisements are examined when participants have a choice of commercials. Results indicate that choice, sex, and the advertisement itself interact to reduce measures of reactance (i.e., anger and negative cognitions). Intrusiveness is shown to be negatively associated with attitudes toward the brand and attitudes toward the advertisement when participants had a choice of advertisements. Cognitive responses were shown to be positively related to attitudes toward the advertisement and anger was shown to be negatively associated with attitude toward the brand.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0459
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Northern Illinois University. $b Communication. $3 1179378
773 0 $t Masters Abstracts International $g 56-05(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10267807 $z click for full text (PQDT)

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