Suchergebnisse

The study employed a between-subject post-test only experimental design to examine whether guilt appeal levels affected green advertising effectiveness measured by consumers' attitude towards the advertisement and the brand. Furthermore, guilt-aroused feelings were examined for their effects. The study was conducted among 121 students in a large public university in the southwest of the United States (US). Empirical results supported the effects of guilt appeal on green advertising effectiveness. Participants were found to have more favourable attitudes towards the green advertisement and advertised brand when exposed to a low guilt advertisement than to a high guilt advertisement. Among three guilt-induced feelings, angry–irritated emotion and self-conscious emotion were found to moderate consumers' attitudes towards the green advertisement and the advertised brand.

Because of the rapid demographic shifts in the United States (US), it is vital to examine how voters of different ethnic backgrounds perceive the ethnic source cue of a candidate in political advertising and how such perceptions influence voting behaviour. We used a post-test-only experiment to investigate the effects of candidate's ethnic source cue and party affiliation on voters' homophily perceptions and voting intent. A total of 335 college students from a large southwestern university in the US were recruited to take part in a post-test-only experiment. Results from multivariate analysis of covariance (MANCOVA) found that candidate's ethnic source cue and party affiliation have significant main effects on voters' homophily perceptions and voting intent. The moderating effects of voters' own ethnicity, party identification and gender were also found to have statistically significant effects on voters' homophily perceptions and voting intent. Theoretical and practical implications are discussed.

This book examines millennials and Generation Z in the context of media and visual culture, considering three interrelated areas: how millennials and Gen Z use new media technologies in different contexts; what they do with media; and the relationship between media and the two generations that make up their target audience