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University of Illinois at Urbana-Champaign
An Application of Helson's Adaptation-Level Theory to the Problem of Context in Television Advertising
Abstract
dc:descriptionBased upon Helson's theory, the contextual stimuli and residual stimuli as defined above, served as independent variables in this study. The judgments of the focal stimulus, the brand, served as the dependent variable. Focal judgments were measured according to the change in attitude toward the brand that resulted from exposure to the contextual stimuli.
Degree
thesis:*- Name thesis:degree_name
- Ph.D.
- Level thesis:degree_level
- Dissertation
- Discipline thesis:degree_discipline
- Speech Communication
- Grantor
- University of Illinois at Urbana-Champaign
- Year dc:date
- 2015
Author and committee
dc:creator, dc:contributor.*- Author dc:creator
-
- Johnson, Robert Walter
Subjects
dc:subject × 1Rights
- Language dc:language
- eng
Identifiers
dc:identifier.*- Identifier
- (UMI)AAI8114440
- OAI identifier oai:identifier
- oai:www.ideals.illinois.edu:2142/77098