| dc.description.abstract | The purpose of this study was to identify elements of the theory of consumer interest, as described by Geller (2011), and the levels of which they appear in television commercials viewed by participants born in the Millennial generation. A total of 35 variables were described in Geller’s (2011) description of the theory of consumer interest, which were divided into 11 elements: sex, achievement, fantasy, outrage, spectacle, humor, rescue, injustice, money, patriotism and scandal. The participant-rated presence scores for each independent variable will serve as the dependent variable. For the purposes of this study, presence will be defined by two criteria: When more than one individual indicates a specific element exists in the commercial and the respective element has an associated mean rating score equal to or greater than 3 on a 5-point scale. | en |
