An examination of how attention influences exposure effects: target selection, distractor devaluation and mere exposure

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.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2015

Author dc:creator

• Yao, Jiachen

Contributors dc:contributor

• Duff, Brittany

• attention
• mere exposure
• target selection
• distractor devaluation

Statement dc:rights

• Copyright 2015 Jiachen Yao

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/88207

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/88207