An examination of how attention influences exposure effects: target selection, distractor devaluation and mere exposure
Yao, Jiachen
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https://hdl.handle.net/2142/88207
Description
Title
An examination of how attention influences exposure effects: target selection, distractor devaluation and mere exposure
Author(s)
Yao, Jiachen
Issue Date
2015-07-16
Director of Research (if dissertation) or Advisor (if thesis)
Duff, Brittany
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
attention
mere exposure
target selection
distractor devaluation
Abstract
There is an old market saying, every exposure is good exposure. However, when consumers are involved in a search activity that requires selective attention, for stimuli that are not targets (distractors), the positive mere exposure effect may be eliminated. The study
examined the relationship between attention and exposure effects under three situations, mere exposure, target selection and distractor devaluation. Attitude towards the brand was
measured as the dependent variable.
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