• Login
    View Item 
    •   Home
    • Brock Theses
    • Masters Theses
    • M.Sc. Management
    • View Item
    •   Home
    • Brock Theses
    • Masters Theses
    • M.Sc. Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of BrockUCommunitiesPublication DateAuthorsTitlesSubjectsThis CollectionPublication DateAuthorsTitlesSubjectsProfilesView

    My Account

    LoginRegister

    Statistics

    Display statistics

    Effects of Image Temperature and Types of Messages on Advertisement and Product evaluations

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Thumbnail
    Name:
    Brock_Feng_Junhui_2022.pdf
    Size:
    960.2Kb
    Format:
    PDF
    Download
    Author
    Feng, Junhui
    Keyword
    advertisement image
    advertisement message
    processing fluency
    advertisement evaluation
    product evaluation
    
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/10464/16390
    Abstract
    This study examined the effects of images and messages in advertisement and product evaluations. The study categorized advertisements into two parts: images (warm and cold imagery) and messages (abstract and concrete messaging). It is expected that an advertisement with warm images and concrete messages, cold images and abstract messages is more effective in stimulating positive advertisement and product evaluations. The study also explored the mediating role of processing fluency toward advertisement and product evaluations. Results suggest that a warm image fits better with abstract messages, a cold image fits better with concrete messages, which could generate more positive advertisement and product evaluations. In addition, the effect of the “fit condition” of image and message on advertisement and product evaluations is mediated by viewers’ advertisement processing fluency.
    Collections
    M.Sc. Management

    entitlement

     
    DSpace software (copyright © 2002 - 2023)  DuraSpace
    Quick Guide | Contact Us
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.