| id |
ndltd-OhioLink-oai-etd.ohiolink.edu-osu1261236409
|
| record_format |
oai_dc
|
| spelling |
ndltd-OhioLink-oai-etd.ohiolink.edu-osu12612364092021-08-03T05:57:51Z Persuasion and the new media : interactive marketing communications and attitude change processes Roehm, Harper <p>This dissertation examines the influence of different kinds of customization of advertisements that are presented to consumers in the context of Web Pages in a naturalistic setting. It is proposed that customized messages will motivate and/or facilitate greater elaboration of product information, resulting in more extreme attitudes. Additionally, elaboration results in stronger attitudes (attitudes that serve as better guides to behavior; see Petty, Haugtvedt, & Smith, 1995).</p><p>Two customization techniques are employed. In Study 1, the importance of specific product attributes (information obtained from the consumer via the web page) is used to rearrange and differentially highlight features of a product. In Study 2, matching the tone of message to personal characteristics of the consumer is examined.</p><p>Each study measures reactions to customized and non-customized versions of the advertisements by randomly assigned groups of consumers. This design allows inferences to be made abut the degree of attitude and purchase enhancement (or decrement) attributed to customization. The studies provide support for the hypotheses and have important implications for the design and implementation of marketing communication strategies that include a WWW component.</p> 1999 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1261236409 http://rave.ohiolink.edu/etdc/view?acc_num=osu1261236409 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
|
| collection |
NDLTD
|
| language |
English
|
| sources |
NDLTD
|
| author |
Roehm, Harper
|
| spellingShingle |
Roehm, Harper
Persuasion and the new media : interactive marketing communications and attitude change processes
|
| author_facet |
Roehm, Harper
|
| author_sort |
Roehm, Harper
|
| title |
Persuasion and the new media : interactive marketing communications and attitude change processes
|
| title_short |
Persuasion and the new media : interactive marketing communications and attitude change processes
|
| title_full |
Persuasion and the new media : interactive marketing communications and attitude change processes
|
| title_fullStr |
Persuasion and the new media : interactive marketing communications and attitude change processes
|
| title_full_unstemmed |
Persuasion and the new media : interactive marketing communications and attitude change processes
|
| title_sort |
persuasion and the new media : interactive marketing communications and attitude change processes
|
| publisher |
The Ohio State University / OhioLINK
|
| publishDate |
1999
|
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1261236409
|
| work_keys_str_mv |
AT roehmharper persuasionandthenewmediainteractivemarketingcommunicationsandattitudechangeprocesses
|
| _version_ |
1719428541283565568
|
