{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/92825"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/92825","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Assimilation and contrast, and order of presentation effects on attitudes toward advertising","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.","abstract_html":"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.","abstract_has_math":false,"creators":["Cui, Shuoying"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Vargas, Patrick"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016-11-10T17:55:03Z","date_published":"2016-11-10T17:55:03Z","updated_at":"2026-07-22T22:26:35Z","subjects":["Contrast and assimilation","Order of presentation"],"languages":["en"],"rights":["Copyright 2016 Shuoying Cui"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/92825","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Vargas, Patrick"]},{"key":"dc:creator","label":"Author","values":["Cui, Shuoying"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2016-11-10T17:55:03Z","2016-07-20","2016-08"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Contrast and assimilation","Order of presentation"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2016 Shuoying Cui"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/92825"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2016-11-09 without embargo terms","The student, Shuoying Cui, accepted the attached license on 2016-07-13 at 19:10.","The student, Shuoying Cui, submitted this Thesis for approval on 2016-07-13 at 19:20.","This Thesis was approved for publication on 2016-07-20 at 08:48.","DSpace SAF Submission Ingestion Package generated from Vireo submission #9912 on 2016-11-09 at 10:24:32","Made available in DSpace on 2016-11-10T17:55:03Z (GMT). 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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.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2016-11-09 without embargo terms","The student, Shuoying Cui, accepted the attached license on 2016-07-13 at 19:10.","The student, Shuoying Cui, submitted this Thesis for approval on 2016-07-13 at 19:20.","This Thesis was approved for publication on 2016-07-20 at 08:48.","DSpace SAF Submission Ingestion Package generated from Vireo submission #9912 on 2016-11-09 at 10:24:32","Made available in DSpace on 2016-11-10T17:55:03Z (GMT). No. of bitstreams: 2 CUI-THESIS-2016.pdf: 832328 bytes, checksum: 7d357bcb192bee77b81b4b8e21af6036 (MD5) LICENSE.txt: 4209 bytes, checksum: 88c10b8802bfecc12ad81f6b87f70d24 (MD5) Previous issue date: 2016-07-20"],"dc:format":["application/pdf"],"dc:identifier":["http://hdl.handle.net/2142/92825"],"dc:language":["en"],"dc:rights":["Copyright 2016 Shuoying Cui"],"dc:subject":["Contrast and assimilation","Order of presentation"],"dc:title":["Assimilation and contrast, and order of presentation effects on attitudes toward advertising"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:26:35Z"}