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Description
Title: | Examining the Horizontal and Vertical Dimensions of Individualism Within the United States and Denmark: How Culture Affects Values, Moral Orientations and Advertising Persuasion |
Author(s): | Nelson, Michelle Renee |
Doctoral Committee Chair(s): | Shavitt, Sharon |
Department / Program: | Communications |
Discipline: | Communications |
Degree Granting Institution: | University of Illinois at Urbana-Champaign |
Degree: | Ph.D. |
Genre: | Dissertation |
Subject(s): | Psychology, Social |
Abstract: | The consequences of these differences for persuasion and cognitive processing of ads appealing to culture-relevant or -irrelevant values were tested through individuals' evaluations of a pair of ads for cancer research (prosocial) or for a lamp (commercial). It was expected that the culturally-relevant appeal would be more persuasive and would be processed more systematically than the culturally-irrelevant appeal. Findings revealed that, although processing expectations were supported, predictions for higher evaluations of culturally-relevant ads were not. |
Issue Date: | 1997 |
Type: | Text |
Language: | English |
Description: | 288 p. Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1997. |
URI: | http://hdl.handle.net/2142/86609 |
Other Identifier(s): | (MiAaPQ)AAI9812720 |
Date Available in IDEALS: | 2015-09-28 |
Date Deposited: | 1997 |
This item appears in the following Collection(s)
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Dissertations - Communications
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Graduate Dissertations and Theses at Illinois
Graduate Theses and Dissertations at Illinois