Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 6 of 6 for “"persuasive advertising"”.
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Targeted persuasive advertising
… of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into …
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Essays in behavioral industrial organization, corruption, and marketing
… the product quality, and in which firms can use persuasive advertising in order to change these recollections. Although consumers are aware that such advertising has occurred and take this into account when updating their beliefs about the product, they cannot prevent their memories from being …
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An investigation into the moderating role of fear appeals on the relationship between regulatory fit and persuasion
… consistent with individuals’ interests are more persuasive. When the tailored message contained a low fear appeal, more fluent message processing and greater perceptions of message relevance occurred, which in turn impacted persuasion. However, the findings indicate that message effectiveness …
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Philip Morris Faces "the truth": A Rhetorical Analysis of the Persuasiveness of Two Teen-Targeted Anti-Smoking Advertising Campaigns
<p>This thesis examines the persuasiveness of anti-smoking television advertisements aimed at teens and produced by Philip Morris's Youth Smoking Prevention Program and the American Legacy Foundation's truth campaign. The advertisements are analyzed rhetorically using Kenneth Burke's dramatistic …
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Do You See Yourself in the Future or Past? The Moderating Role of Cultural Orientation in Explaining Temporal Orientation of Self-Referencing
… information to themselves is self-referencing. Advertising practitioners often assume that the self-referencing strategy is one of the most persuasive advertising strategies. Since the self is one of the most well-developed and frequently used constructs in memory, self-referencing …
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Essays on the Impact of Social Influence in Industrial Organization and Political Economy
… first chapter, I provide a micro-foundation for persuasive advertising of conspicuous goods that can either be made more attractive by greater popularity ("conformist markets") or by greater exclusivity ("snobbish markets"). Consumers are endowed with a latent attribute measuring some aspect of …