Citation

PKM: Changes in Millennials’ Experience with Media & Attitudes, Attention, and Coping Behaviors Regarding Advertisements Since 2004

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Abstract:

This study examines changing attitudes, attention, and avoidance of advertising as well as experience with different media for early (born between 1979 and 1987) vs. late (born between 1985 and 1993) millennials. The Persuasion Knowledge Model is used as a basis for understanding how audiences develop attitudes about persuasive attempts (e.g., advertising messages) and use this information to "cope" with future advertising interactions. This investigation extends work done by Speck & Elliot (1997) and Moore (2004) by comparing both traditional media (newspapers, magazines, radio, television) and the Internet. Using survey methodology, this research examines “coping” behaviors associated with exposure to today’s abundant advertising messages. Results suggest that between the five media, early vs. late millennials report very different attitudes toward advertising, attention to advertising, avoidance of advertising, and media usage. Implications for advertisers wishing to target millennials are discussed.

Most Common Document Word Stems:

advertis (226), millenni (147), persuas (102), knowledg (89), attitud (83), avoid (77), media (71), attent (66), late (62), use (61), earli (57), internet (52), messag (52), toward (48), behavior (47), 1 (47), consum (45), differ (42), usag (39), televis (36), radio (36),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p520080_index.html
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MLA Citation:

Moore-Copple, Jensen., Dowler, Blair. and Crowley, Kelley. "PKM: Changes in Millennials’ Experience with Media & Attitudes, Attention, and Coping Behaviors Regarding Advertisements Since 2004" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p520080_index.html>

APA Citation:

Moore-Copple, J. , Dowler, B. and Crowley, K. , 2011-08-10 "PKM: Changes in Millennials’ Experience with Media & Attitudes, Attention, and Coping Behaviors Regarding Advertisements Since 2004" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p520080_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examines changing attitudes, attention, and avoidance of advertising as well as experience with different media for early (born between 1979 and 1987) vs. late (born between 1985 and 1993) millennials. The Persuasion Knowledge Model is used as a basis for understanding how audiences develop attitudes about persuasive attempts (e.g., advertising messages) and use this information to "cope" with future advertising interactions. This investigation extends work done by Speck & Elliot (1997) and Moore (2004) by comparing both traditional media (newspapers, magazines, radio, television) and the Internet. Using survey methodology, this research examines “coping” behaviors associated with exposure to today’s abundant advertising messages. Results suggest that between the five media, early vs. late millennials report very different attitudes toward advertising, attention to advertising, avoidance of advertising, and media usage. Implications for advertisers wishing to target millennials are discussed.


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Online Media and Offline Empowerment in Democratic Transition: Linking Forms of Internet Use With Political Attitudes and Behaviors in Post-Rebellion Tunisia


 
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