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Title:An examination of how attention influences exposure effects: target selection, distractor devaluation and mere exposure
Author(s):Yao, Jiachen
Advisor(s):Duff, Brittany
Department / Program:Advertising
Discipline:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:M.S.
Genre:Thesis
Subject(s):attention
mere exposure
target selection
distractor devaluation
Abstract:There is an old market saying, every exposure is good exposure. However, when consumers are involved in a search activity that requires selective attention, for stimuli that are not targets (distractors), the positive mere exposure effect may be eliminated. The study examined the relationship between attention and exposure effects under three situations, mere exposure, target selection and distractor devaluation. Attitude towards the brand was measured as the dependent variable.
Issue Date:2015-07-16
Type:Thesis
URI:http://hdl.handle.net/2142/88207
Rights Information:Copyright 2015 Jiachen Yao
Date Available in IDEALS:2015-09-29
Date Deposited:August 201


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