Author

Paul Vogt

Publication Date

2017

Document Type

Dissertation/Thesis

First Advisor

Henningsen, David D.

Degree Name

M.A. (Master of Arts)

Department

Department of Communication

LCSH

Communication||Marketing

Abstract

This thesis investigates choice as a way of reducing the negative reactions people have toward advertising. Specifically, online interstitial advertisements are examined when participants have a choice of commercials. Results indicate that choice, sex, and the advertisement itself interact to reduce measures of reactance (i.e., anger and negative cognitions). Intrusiveness is shown to be negatively associated with attitudes toward the brand and attitudes toward the advertisement when participants had a choice of advertisements. Cognitive responses were shown to be positively related to attitudes toward the advertisement and anger was shown to be negatively associated with attitude toward the brand.

Comments

Advisors: David D. Henningsen.||Committee members: Ferald Bryan; Mary Lynn Henningsen.||Includes bibliographical references.

Extent

v, 48 pages

Language

eng

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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