All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Emotional effects of advertising on young adults of lower socio-economic status
Unformatted Document Text:  Ads, family income, and young adults 4 the ads used in the study, attitudes toward the advertised products and brands, and demographic variables, such as age, gender, and racial or ethnic background. Procedure and stimulus materials The study will be conducted with one participant at a time in a psychophysiological lab. Participants will be college freshman. The participants will each answer a short pre-test questionnaire, probing television watching, attention paid to advertisements, materialism beliefs, and semantic-differential-scale items measuring pre-existing attitudes to the about to be seen products (bad/good; unfavorable/favorable; dislike/like). Following this questionnaire, each participant will view a series of eight commercials for different products, four low-cost items and four high-cost items. The commercials were selected from television shows aimed at young adults. All spots are 30 seconds in length. High cost items cost at least $200 and low cost items were under $100. Four orders of exposure have been created to control for order effects. Physiological data will be collected for a five second baseline prior to each advertisement and during exposure to the advertisements. After each commercial, the participants will fill out a series of questions in reaction to the ad: Self-Assessment Manikin (SAM) scales, 1 attitudes toward the ad and the brand, and control questions about whether they had seen this commercial before and whether they owned the product. After the last commercial, the participants will answer a post-test set of questions including the materialism scale and demographic items. Participants will then be debriefed, thanked, and excused. The findings will be discussed in terms of the consequences these emotional responses may have for consumers of lower socio-economic status. Is our society raising a large group of people who are constantly exposed to, but cannot hope to participate in, the system of values advertising espouses? How do they cope with such discrepancy between the media reality and their own economically-constrained reality? 1 The Self-Assessment Manikin (SAM) (Havlena & Holbrook, 1986; Morris & McMullen, 1993) is a set of three scales developed by Peter Lang (see Hodes, Cook, & Lang, 1985) to measure, through self-report, three distinct dimensions of emotion: pleasure/displeasure; arousal; and dominance/submissiveness (PAD), based on the work of Mehrabian and Russel (1977). The SAM scales measure different emotional dimension using a graphic character on a nine-point scale: the Pleasure dimension, with figures ranging from a smiling one to a frowning one; the Arousal dimension with figures ranging from a calm figure with closed eyes to an energized figure with eyes wide-open; and

Authors: Mendelson, Andrew. and Bolls, Paul.
first   previous   Page 5 of 7   next   last



background image
Ads, family income, and young adults
4
the ads used in the study, attitudes toward the advertised products and brands, and demographic variables, such as
age, gender, and racial or ethnic background.
Procedure and stimulus materials
The study will be conducted with one participant at a time in a psychophysiological lab. Participants will
be college freshman. The participants will each answer a short pre-test questionnaire, probing television watching,
attention paid to advertisements, materialism beliefs, and semantic-differential-scale items measuring pre-existing
attitudes to the about to be seen products (bad/good; unfavorable/favorable; dislike/like).
Following this questionnaire, each participant will view a series of eight commercials for different
products, four low-cost items and four high-cost items. The commercials were selected from television shows
aimed at young adults. All spots are 30 seconds in length. High cost items cost at least $200 and low cost items
were under $100. Four orders of exposure have been created to control for order effects.
Physiological data will be collected for a five second baseline prior to each advertisement and during
exposure to the advertisements. After each commercial, the participants will fill out a series of questions in reaction
to the ad: Self-Assessment Manikin (SAM) scales,
1
attitudes toward the ad and the brand, and control questions
about whether they had seen this commercial before and whether they owned the product.
After the last commercial, the participants will answer a post-test set of questions including the materialism
scale and demographic items. Participants will then be debriefed, thanked, and excused.
The findings will be discussed in terms of the consequences these emotional responses may have for
consumers of lower socio-economic status. Is our society raising a large group of people who are constantly
exposed to, but cannot hope to participate in, the system of values advertising espouses? How do they cope with
such discrepancy between the media reality and their own economically-constrained reality?
1
The Self-Assessment Manikin (SAM) (Havlena & Holbrook, 1986; Morris & McMullen, 1993) is a set of three
scales developed by Peter Lang (see Hodes, Cook, & Lang, 1985) to measure, through self-report, three distinct
dimensions of emotion: pleasure/displeasure; arousal; and dominance/submissiveness (PAD), based on the work of
Mehrabian and Russel (1977). The SAM scales measure different emotional dimension using a graphic character on
a nine-point scale: the Pleasure dimension, with figures ranging from a smiling one to a frowning one; the Arousal
dimension with figures ranging from a calm figure with closed eyes to an energized figure with eyes wide-open; and


Convention
Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 5 of 7   next   last

©2012 All Academic, Inc.