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Expectancy formation in philanthropic corporate advertising
| dc.creator | Pool, Gregory James | |
| dc.date.accessioned | 2012-06-07T22:42:15Z | |
| dc.date.available | 2012-06-07T22:42:15Z | |
| dc.date.created | 1995 | |
| dc.date.issued | 1995 | |
| dc.identifier.uri | https://hdl.handle.net/1969.1/ETD-TAMU-1995-THESIS-P66 | |
| dc.description | Due to the character of the original source materials and the nature of batch digitization, quality control issues may be present in this document. Please report any quality issues you encounter to digital@library.tamu.edu, referencing the URI of the item. | en |
| dc.description | Includes bibliographical references. | en |
| dc.description | Issued also on microfiche from Lange Micrographics. | en |
| dc.description.abstract | This study examined whether the effectiveness of philanthropic corporate advertisements can be accounted for by attribution theory and by dual-mode information-processing models of persuasion. The experiment manipulated the prosocial congruency of the philanthropic advertisement by presenting activities that supported the self-interest of the sponsor company (high prosocial congruency) or ones that appeared to be against the company's self-interests (low prosocial congruency). In addition, to examine whether philanthropic advertising was equally successful for companies initially evaluated in a neutral or a negative manner, sponsor companies were initially described in either neutral or negative terms. As anticipated, subjects expected sponsors to support activities congruent with their self-interests more than incongruent ones. However, these expectancies had no effect on advertisement effectiveness. Instead, companies described negatively generated less favorable evaluations than ones described positively. The discussion considers the implications of the results for practitioners. | en |
| dc.format.medium | electronic | en |
| dc.format.mimetype | application/pdf | |
| dc.language.iso | en_US | |
| dc.publisher | Texas A&M University | |
| dc.rights | This thesis was part of a retrospective digitization project authorized by the Texas A&M University Libraries in 2008. Copyright remains vested with the author(s). It is the user's responsibility to secure permission from the copyright holder(s) for re-use of the work beyond the provision of Fair Use. | en |
| dc.subject | psychology. | en |
| dc.subject | Major psychology. | en |
| dc.title | Expectancy formation in philanthropic corporate advertising | en |
| dc.type | Thesis | en |
| thesis.degree.discipline | psychology | en |
| thesis.degree.name | M.S. | en |
| thesis.degree.level | Masters | en |
| dc.type.genre | thesis | en |
| dc.type.material | text | en |
| dc.format.digitalOrigin | reformatted digital | en |
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