| Type of Document |
Dissertation |
| Author |
Smith, James Charles
|
| Author's Email Address |
jamescsmith@cox.net |
| URN |
etd-10312009-123459 |
| Title |
The Influence of Alcohol Advertising on Associative Memory and Consideration Sets |
| Degree |
Doctor of Philosophy (Ph.D.) |
| Department |
Psychology |
| Advisory Committee |
| Advisor Name |
Title |
| Copeland, Amy |
Committee Chair |
| Lane, Sean M. |
Committee Co-Chair |
| Gouvier, William D. |
Committee Member |
| Hicks, Jason |
Committee Member |
| Rice, Dan H. |
Dean's Representative |
|
| Keywords |
- priming
- mechanisms
- affective bias
- outcome expectancies
- memory accesibility
- associative learning
|
| Date of Defense |
2009-10-13 |
| Availability |
unrestricted |
Abstract
Survey studies suggest that alcohol advertising influences attitudes and beliefs that promote alcohol use. Strategies from memory research and marketing were used to test the influence of beer advertising found in popular magazines. Effects on preference for alcohol and memory associations between alcohol and the positive outcomes of drinking were measured. One hundred eighty undergraduate women and men viewed 5 ads. A 2 x 2 + 1 (control group) factorial design simultaneously varied ad type (arousing or sedating messages) with processing type (selective attention or elaborative processing). Preferences for alcohol and memory associations did not differ between the control group and those who viewed alcohol advertising (p > .10). Null effects are consistent with previous experiments showing limited influence of alcohol advertising on cognitions and
behavior.
|
| Files |
| Filename |
Size |
Approximate Download Time
(Hours:Minutes:Seconds)
|
| 28.8 Modem |
56K Modem |
ISDN (64 Kb) |
ISDN (128 Kb) |
Higher-speed Access |
| |
smith_diss.pdf |
469.48 Kb |
00:02:10 |
00:01:07 |
00:00:58 |
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