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Title:Assimilation and contrast, and order of presentation effects on attitudes toward advertising
Author(s):Cui, Shuoying
Advisor(s):Vargas, Patrick
Department / Program:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Contrast and assimilation
Order of presentation
Abstract:Consider people viewing two print ads in a row: one is persuasive and attractive, the other is weak and boring. What will people feel about the ads after they have viewed both of them? Will they give the two ads the same judgments as people who see and rate only one of the ads? Previous research predicted two directions how people will distort their judgments: One is that they assimilate their judgement and believe that the two ads are more similar to each other when they saw two ads in a row than when they rate them individually (e.g., Girgus & Coren, 1982; Hovland & Sherif, 1961; Stapel, Koomen & Pligt, 1997; Tourangeau & Rasinski, 1988). The other is that they contrast their judgements, and thus feeling that the two ads are more different from each other (e.g., Kenrick & Gutierres, 1980; Sherif, Taub, & Hoveland, 1958; Zellner, Rohm & Bassetti, 2003). One factor that decides which direction people will distort their judgments is whether the ads are from the same or different product types. Only when the target stimulus and its context are categorized as from the same group, will the context serve as a comparison standard for the target stimuli, and contrast effect will be invited (Coren & Enns, 1993; Manis & Paskewitz, 1984; Staple & Winkielman, 1998; Zellner et al., 2002). When the sufficient comparison relevance is gone, assimilation will occur (Hovland & Sherif, 1961; Stapel, Koomen, & Pligt, 1997). The order of presentation is also tested in the present study, with focus on how the order affects people's response towards each ad.
Issue Date:2016-07-20
Rights Information:Copyright 2016 Shuoying Cui
Date Available in IDEALS:2016-11-10
Date Deposited:2016-08

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