Title page for ETD etd-10312009-123459


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.

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