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Showing 1 through 5 of 55 records.
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2008 - MPSA Annual National Conference Words: 38 words || 
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1. Scorpio, Elaine. "Madam President?: Role Congruity Perspectives on the Electability of a Female Presidential Candidate" Paper presented at the annual meeting of the MPSA Annual National Conference, Palmer House Hotel, Hilton, Chicago, IL, Apr 03, 2008 <Not Available>. 2019-11-21 <http://citation.allacademic.com/meta/p266740_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: In an experimental study, research participants who read a description of a male or female agentic or communal presidential candidate viewed the male candidate as more likely to be elected and more likely to be an effective president

2014 - Association for Education in Journalism and Mass Communication Words: 71 words || 
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2. Liebler, Carol., Hatef, Azeta. and Munno, Greg. "Domestic violence as entertainment: Gender, role congruity and reality television" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2019-11-21 <http://citation.allacademic.com/meta/p744174_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examines how young adults react to domestic violence in reality TV, with particular attention to how gender factors into perceptions of acceptability. Data were collected via eight sessions that included pre and post-viewing questionnaires, rating an edited 24-minute video of content from three reality TV programs, and focus group discussions. Findings indicate that consistent with role congruity theory, acceptability of televised domestic violence varies contextually and with gender.

2017 - AEJMC Pages: unavailable || Words: 8735 words || 
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3. Holmes, Todd. "The Influence of Self-Brand Congruity and Ad Position on Emotional Responses to Online Video Ads" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 Online <APPLICATION/PDF>. 2019-11-21 <http://citation.allacademic.com/meta/p1282988_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of this study was to gain a better understanding of self-brand congruity and ad position and how these factors impact emotional responses to embedded online video advertisements. To achieve these aims, an online experiment was conducted based on a two (self-brand congruity) X two (ad position) between-subjects design. Self-brand congruity and ad position were found to significantly impact the pleasure and arousal dimensions of emotional response.

2017 - AEJMC Pages: unavailable || Words: 6955 words || 
Info
4. Wen, Jing (Taylor). "Scare’em or Irritate’em: Congruity between Emotions and Message Framing Promotes Advertising Engagement and Message Evaluation" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 Online <APPLICATION/PDF>. 2019-11-21 <http://citation.allacademic.com/meta/p1282691_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Emotional messages can capture audience’s attention and therefore be persuasive. Building on prior studies, this research examined the interplay between emotion types (anger vs. fear) and message framing (gain vs. loss) on individuals’ responses to different advertising messages. Experimental results revealed that individuals reported more favorable attitudes toward a fear appeal with a gain-framed message whereas individuals had more positive attitude toward an anger appeal with a loss-framed message. Additionally, increased in advertising engagement drives the observed improvement in attitudes toward the ad. These findings suggest direct implications for advertising design.

2009 - International Communication Association Pages: 29 pages || Words: 7570 words || 
Info
5. Sar, Sela. "The Impact of Attention on Promotional Effectiveness: The Case of Congruity Effects" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL, May 20, 2009 Online <APPLICATION/PDF>. 2019-11-21 <http://citation.allacademic.com/meta/p298762_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: An experiment was conducted to investigate the effects of viewers’ attentional focus on recall and evaluations of commercials. A positive relationship was hypothesized between the commercial’s congruence with the individual viewer’s attentional focus and the viewer’s recall and evaluations of commercials. Results showed that free and cued recall and evaluations of commercials were higher when the commercial contents were congruent with the viewer’s attentional focus. Results of the research provide empirical support for the congruity effects and suggest implications for future advertising research and strategic planning for placing advertisements.

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