(The) effect of message meaningfulness on attitudes towards a mixed emotions ad = 복합 정서적 광고에서 메시지의 의미적 중요성이 광고 태도에 미치는 영향

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This research sheds light on the impact of meaningfulness on mixed emotions in advertising. In our experiment, we show that consistent with past literature, participants experienced feelings of conflict when encountering mixed emotional appeals, however eliciting meaningfulness resulted in not only significantly less feelings of conflict, but positive attitudes towards mixed emotional appeals as well. Participants who experience high levels of meaningfulness from the mixed emotions appeal also felt less feelings of conflict, as well as more positive attitudes towards the appeals as opposed to individuals who elicited lower levels of meaningfulness from the mixed emotions appeal. Additionally, we further examine the moderating effect of duality on attitudes towards the mixed emotions appeal documented in past literature.
Advisors
Hyun, Yong Jinresearcher현용진researcher
Description
한국과학기술원 :경영공학부,
Publisher
한국과학기술원
Issue Date
2017
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 경영공학부, 2017.2,[ii, 26 p. :]

Keywords

Mixed Emotions▼aMeaningfulness▼aConflict▼aAd attitude▼aDuality; 복합 정서▼a의미적 중요성▼a심리적 불편▼a광고 태도▼a이중성

URI
http://hdl.handle.net/10203/242701
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=708590&flag=dissertation
Appears in Collection
MT-Theses_Master(석사논문)
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