(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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dc.contributor.advisorHyun, Yong Jin-
dc.contributor.advisor현용진-
dc.contributor.authorChoi, Kevin-
dc.date.accessioned2018-06-20T06:12:59Z-
dc.date.available2018-06-20T06:12:59Z-
dc.date.issued2017-
dc.identifier.urihttp://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=708590&flag=dissertationen_US
dc.identifier.urihttp://hdl.handle.net/10203/242701-
dc.description학위논문(석사) - 한국과학기술원 : 경영공학부, 2017.2,[ii, 26 p. :]-
dc.description.abstractThis 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.-
dc.languageeng-
dc.publisher한국과학기술원-
dc.subjectMixed Emotions▼aMeaningfulness▼aConflict▼aAd attitude▼aDuality-
dc.subject복합 정서▼a의미적 중요성▼a심리적 불편▼a광고 태도▼a이중성-
dc.title(The) effect of message meaningfulness on attitudes towards a mixed emotions ad = 복합 정서적 광고에서 메시지의 의미적 중요성이 광고 태도에 미치는 영향-
dc.typeThesis(Master)-
dc.identifier.CNRN325007-
dc.description.department한국과학기술원 :경영공학부,-
dc.contributor.alternativeauthorKevin Jaesuk-
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