Assimilation and contrast, and order of presentation effects on attitudes toward advertising

Cui, Shuoying

Permalink

https://hdl.handle.net/2142/92825 Copy

Description

Title

Assimilation and contrast, and order of presentation effects on attitudes toward advertising

Author(s)

Cui, Shuoying

Issue Date

2016-07-20

Director of Research (if dissertation) or Advisor (if thesis)

Vargas, Patrick

Department of Study

Advertising

Discipline

Advertising

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Keyword(s)

• Contrast and assimilation
• Order of presentation

Abstract

Consider people viewing two print ads in a row: one is persuasive and attractive, the other is weak and boring. What will people feel about the ads after they have viewed both of them? Will they give the two ads the same judgments as people who see and rate only one of the ads? Previous research predicted two directions how people will distort their judgments: One is that they assimilate their judgement and believe that the two ads are more similar to each other when they saw two ads in a row than when they rate them individually (e.g., Girgus & Coren, 1982; Hovland & Sherif, 1961; Stapel, Koomen & Pligt, 1997; Tourangeau & Rasinski, 1988). The other is that they contrast their judgements, and thus feeling that the two ads are more different from each other (e.g., Kenrick & Gutierres, 1980; Sherif, Taub, & Hoveland, 1958; Zellner, Rohm & Bassetti, 2003). One factor that decides which direction people will distort their judgments is whether the ads are from the same or different product types. Only when the target stimulus and its context are categorized as from the same group, will the context serve as a comparison standard for the target stimuli, and contrast effect will be invited (Coren & Enns, 1993; Manis & Paskewitz, 1984; Staple & Winkielman, 1998; Zellner et al., 2002). When the sufficient comparison relevance is gone, assimilation will occur (Hovland & Sherif, 1961; Stapel, Koomen, & Pligt, 1997). The order of presentation is also tested in the present study, with focus on how the order affects people's response towards each ad.

Graduation Semester

2016-08

Type of Resource

text

Permalink

http://hdl.handle.net/2142/92825

Copyright and License Information

Copyright 2016 Shuoying Cui

Owning Collections