{"id":{"repo_id":"brock","oai_identifier":"oai:brocku.scholaris.ca:10464/16390"},"canonical_url":"https://search.dev.ndltd.org/etd/brock/oai:brocku.scholaris.ca:10464/16390","repository":{"repo_id":"brock","name":"Brock University","base_url":"https://brocku.scholaris.ca/server/oai/request"},"display":{"title":"Effects of Image Temperature and Types of Messages on Advertisement and Product evaluations","abstract":"This study examined the effects of images and messages in advertisement and product evaluations. The study categorized advertisements into two parts: images (warm and cold imagery) and messages (abstract and concrete messaging). It is expected that an advertisement with warm images and concrete messages, cold images and abstract messages is more effective in stimulating positive advertisement and product evaluations. The study also explored the mediating role of processing fluency toward advertisement and product evaluations. Results suggest that a warm image fits better with abstract messages, a cold image fits better with concrete messages, which could generate more positive advertisement and product evaluations. In addition, the effect of the “fit condition” of image and message on advertisement and product evaluations is mediated by viewers’ advertisement processing fluency.","abstract_html":"This study examined the effects of images and messages in advertisement and product evaluations. The study categorized advertisements into two parts: images (warm and cold imagery) and messages (abstract and concrete messaging). It is expected that an advertisement with warm images and concrete messages, cold images and abstract messages is more effective in stimulating positive advertisement and product evaluations. The study also explored the mediating role of processing fluency toward advertisement and product evaluations. Results suggest that a warm image fits better with abstract messages, a cold image fits better with concrete messages, which could generate more positive advertisement and product evaluations. In addition, the effect of the “fit condition” of image and message on advertisement and product evaluations is mediated by viewers’ advertisement processing fluency.","abstract_has_math":false,"creators":["Feng, Junhui"],"institution":"Brock University","degree_name":"M.Sc. Management","degree_level":"Masters","degree_discipline":"Faculty of Business","degree_department":"Faculty of Business Programs","school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-06-07T12:31:45Z","date_published":"2022-06-07T12:31:45Z","updated_at":"2026-07-24T01:23:21Z","subjects":["advertisement image","advertisement message","processing fluency","advertisement evaluation","product evaluation"],"languages":["eng"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/10464/16390","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.department","label":"Department","values":["Faculty of Business Programs"]},{"key":"dc:creator","label":"Author","values":["Feng, Junhui"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2022-06-07T12:31:45Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2022-06-07T12:31:45Z"]},{"key":"dc:date.issued","label":"Date","values":["2022-06-07T12:31:45Z"]},{"key":"dc:type","label":"Dc Type","values":["Electronic Thesis or Dissertation"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Faculty of Business"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Masters"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.Sc. 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It is expected that an advertisement with warm images and concrete messages, cold images and abstract messages is more effective in stimulating positive advertisement and product evaluations. The study also explored the mediating role of processing fluency toward advertisement and product evaluations. Results suggest that a warm image fits better with abstract messages, a cold image fits better with concrete messages, which could generate more positive advertisement and product evaluations. In addition, the effect of the “fit condition” of image and message on advertisement and product evaluations is mediated by viewers’ advertisement processing fluency."]},{"key":"dc:title","label":"Title","values":["Effects of Image Temperature and Types of Messages on Advertisement and Product evaluations"]}]}],"canonical_facts":{"dc:contributor.department":["Faculty of Business Programs"],"dc:creator":["Feng, Junhui"],"dc:date.accessioned":["2022-06-07T12:31:45Z"],"dc:date.available":["2022-06-07T12:31:45Z"],"dc:date.issued":["2022-06-07T12:31:45Z"],"dc:description.abstract":["This study examined the effects of images and messages in advertisement and product evaluations. The study categorized advertisements into two parts: images (warm and cold imagery) and messages (abstract and concrete messaging). It is expected that an advertisement with warm images and concrete messages, cold images and abstract messages is more effective in stimulating positive advertisement and product evaluations. The study also explored the mediating role of processing fluency toward advertisement and product evaluations. Results suggest that a warm image fits better with abstract messages, a cold image fits better with concrete messages, which could generate more positive advertisement and product evaluations. In addition, the effect of the “fit condition” of image and message on advertisement and product evaluations is mediated by viewers’ advertisement processing fluency."],"dc:identifier.uri":["http://hdl.handle.net/10464/16390"],"dc:language.iso":["eng"],"dc:subject":["advertisement image","advertisement message","processing fluency","advertisement evaluation","product evaluation"],"dc:title":["Effects of Image Temperature and Types of Messages on Advertisement and Product evaluations"],"dc:type":["Electronic Thesis or Dissertation"],"thesis:degree_discipline":["Faculty of Business"],"thesis:degree_level":["Masters"],"thesis:degree_name":["M.Sc. Management"],"thesis:institution_name":["Brock University"]},"updated_at":"2026-07-24T01:23:21Z"}