Browsing by Subject "Recall"
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Item Advertising in action: The effect of excitation transfer on reactions to comic book advertising(2012-08) Bruster, Garrett; Callison, Coy; Cummins, Robert G.This study was an examination of excitation transfer theory in the area of print advertising – specifically in the area of comic book advertising. The researcher manipulated arousal level of comic book content and order of ad presentation to test for effects on attitude toward the ad (Aad), attitude towards the brand (Ab), purchase intention (Pi) and two different measures of recall that represented different amounts of time passing between exposure to the arousing event and ad recall test administration. Experiment participants (N = 121) viewed low or high arousal comic book pages followed by two advertisements. Results showed that measures of attitude toward the brand and purchase intention were not affected by level of arousal. Arousal affected several Aad measures, all of which pertained to the second ad participants viewed. In those cases, participants in high-arousal conditions reported more positive attitudinal measures than did participants in low-arousal conditions. Level of arousal significantly impacted aided recall for the first ad participants viewed along with free recall of the second ad participants viewed. Aided recall of the second ad was affected by arousal in a manner that approached significance. In these instances, high levels of arousal led to higher memory scores.Item The effect of language emotionality on recall : a preliminary study(2011-05) Czimskey, Natalie Marie; Marquardt, Thomas P.; Byrd, Courtney T.Ten male and 10 female participants were presented with six narrative paragraphs and six 10 word lists. Three of the paragraphs were emotional and three were neutral. Each of the paragraphs contained 20 information units and each word list included five neutral and five emotional words. Immediately following paragraph or word list presentation, the participants were asked to recall the stimuli. The mean percent of emotional units (i.e. units of information recalled from emotional paragraphs) recalled was significantly greater than the mean percent of neutral units recalled. Similarly, the mean percent emotional words recalled from word lists was significantly greater than the mean percent neutral words recalled from word lists. Percent recall was significantly greater for words than for paragraphs for both emotional and neutral stimuli. Results supported the hypothesis that emotional saliency increases verbal recall.Item Household- and Market-Level Perspectives on the Peter Pan Peanut Butter Recall Using Nielsen Homescan Panel Data(2012-02-14) Bakhtavoryan, RafaelUsing household level scanner data for 2006, 2007, and 2008, this dissertation consists of four studies, which present household- and market-level analyses of food safety issues concerning the 2007 Peter Pan recall on the demand for peanut butter at the category level and at the brand level. Findings of the first study suggested that the recall had a statistically significant positive effect on the demand for peanut butter at the category level. At the brand level, spillover effects were evident in that the demand for Jif was positively affected, while the demand for Skippy was negatively affected. The second study examined structural change in the demand for peanut butter using demand system models corresponding to the pre-recall and the post-recall periods. Matrices of own-price, cross-price, and expenditure elasticities were calculated for both recall periods, and upon comparison, there were statistical differences in the corresponding estimated elasticities. In general, most price elasticities in the post-recall period were larger in absolute value than the comparable elasticities in the pre-recall period. The third study investigated the impact of household socio-economic characteristics associated with choices to purchase peanut butter across the pre- and the post-recall periods. Four choice scenarios were no buy-no buy, buy-no buy, no buy-buy, and buy-buy. Socio-economic characteristics considered included age, employment, education, race, ethnicity, presence of male and/or female household head, region, age and presence of children in the household, household size, and income. While the results varied by brand, region was the socio-demographic characteristic that was consistently significant among the choice scenarios for the respective peanut butter brands. Conditional on households purchasing peanut butter in both the pre- and the post-recall periods, the final analysis examined the influence of the same aforementioned socio-economic variables as well as the change in the own price on the change in the quantity purchased. The results varied across brands, but the principal drivers of the conditional change in the quantity purchased were the change in the own price and the age and presence of children in the household.Item Shooting straight : graphic versus non-graphic war photographs(2011-08) Scoggin McEntee, Rebecca Ann; Coleman, Renita; Lasorsa, DominicAn experiment showed that audiences react with more empathy to graphic war photographs accompanying news reports than non-graphic war photographs. Four war stories from four different countries, featuring either a graphic or non-graphic photograph representing a scene from each report, were used to test respondents’ reactions. Empathy measured higher after audience exposure to graphic war photographs, while recall, central processing, emotion, media attitudes, and civic participation all did not show significant differences from graphic to non-graphic. As a result of this study, editors and news organizations can be assured that audiences may not react with a significant amount of emotion, but will still care significantly more about an issue after being presented with graphic news photographs of war with war reports, as opposed to non-graphic photographs of war.Item Study of information specific and relational processing through advertising messaging frameworks(2014-05) Barbeisch, Victoria Elizabeth; Eastin, Matthew S.Utilizing the information garnered from research on information processing in the two elaboration types (i.e., item-specific and relational processing) this research examines the influence of gender and advertising narrative effectiveness. Advertising effectiveness is determined by recall and perception from exposure to relational and item-specific developed narratives. Included are literature reviews, supporting data and analysis, results, discussion, and speculations of differing outcomes based on the study conducted.Item Using sentence-level classification to predict sentiment at the document-level(2012-05) Hutton, Amanda Rachel; Ravikumar, Pradeep; Liu, AlexanderThis report explores various aspects of sentiment mining. The two research goals for the report were: (1) to determine useful methods in increasing recall of negative sentences and (2) to determine the best method for applying sentence level classification to the document level. The methods in this report were applied to the Movie Reviews corpus at both the document and sentence level. The basic approach was to first identify polar and neutral sentences within the text and then classify the polar sentences as either positive or negative. The Maximum Entropy classifier was used as the baseline system in which the application of further methods was explored. Part-of-speech tagging was used for its effectiveness to determine if its inclusion increased recall of negative sentences. It was also used to aid in the handling of negations within sentences at the sentence level. Smoothing was investigated and various metrics to describe the sentiment composition were explored to address goal (2). Negative recall was shown to increase with the adjustment of the classification threshold and was also seen to increase through the methods used to address goal (2). Overall, classifying at the sentence level using bigrams and a cutoff value of one was observed to result in the highest evaluation scores.