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dc.contributor.authorFeng, Junhui
dc.date.accessioned2022-06-07T12:31:45Z
dc.date.available2022-06-07T12:31:45Z
dc.identifier.urihttp://hdl.handle.net/10464/16390
dc.description.abstractThis 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.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectadvertisement imageen_US
dc.subjectadvertisement messageen_US
dc.subjectprocessing fluencyen_US
dc.subjectadvertisement evaluationen_US
dc.subjectproduct evaluationen_US
dc.titleEffects of Image Temperature and Types of Messages on Advertisement and Product evaluationsen_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.Sc. Managementen_US
dc.degree.levelMastersen_US
dc.contributor.departmentFaculty of Business Programsen_US
dc.degree.disciplineFaculty of Businessen_US
refterms.dateFOA2022-06-07T12:31:46Z


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