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- Title
- The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader.
- Creator
- Salcedo, Joseph, Berkheimer, Blake, Smith, Allen E., Office of Undergraduate Research and Inquiry
- Abstract/Description
-
Competitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull...
Show moreCompetitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull Advertising, revealed emphasis on action sports. However, Phase II (i.e., secondary, qualitative, and survey research) revealed college students use energy drinks to increase academic performance. Phase III, Experimental Research, estimates the relative persuasive effectiveness of action sports versus academic themes in Monster advertisements. Ho: no different in persuasive effectiveness among action sports, academic performance, and neutral theme (control) on dependent variables (likeability, relevance, intention to buy). Ethical standards were met by using valid scales borrowed from scholarly marketing journals, consent form, and APA standards.
Show less - Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FA00005635
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Should an Innovator Embrace the Prototypical, Authentic, or the High-Design Form? Insights into Initial Perceptions of Functionality, Ergonomics, Hedonism, Self-Expression, Authenticity, and Information Search of Dune Buggy Product Design Forms.
- Creator
- Smith, Hunter, Gordon, Danielle, Llanos, Katherine, Smith, Allen E., Office of Undergraduate Research and Inquiry
- Abstract/Description
-
The outward appearance of a product and product design form underlies successful innovation. Design form creates initial impressions impacting buyer judgments. Prototypical designs provide assurance and familiarity. High-designs signal superior quality, exclusiveness, and prestige. Continued high performance gives authentic designs the real deal reputation. Results contributed to product design literature by revealing buyer’s initial impressions of prototypical, authentic, and high-design...
Show moreThe outward appearance of a product and product design form underlies successful innovation. Design form creates initial impressions impacting buyer judgments. Prototypical designs provide assurance and familiarity. High-designs signal superior quality, exclusiveness, and prestige. Continued high performance gives authentic designs the real deal reputation. Results contributed to product design literature by revealing buyer’s initial impressions of prototypical, authentic, and high-design forms, the independent variables. The dependent variables were functionality, ergonomics, hedonism, self-expression, authenticity, and information search. Plan of action included a convince sample of 60 millennials, personal distribution/ collection, manipulation check, and questionnaire pretest. Methods included secondary, survey, and experimental research. Ethical practice conformed to APA style, and consent forms. Reliability/validity was heightened by items borrowed from scholarly journals. Key findings: 1) high-design scored highest on self-expression, hedonism, and information search but lowest on ease of use; 2) prototypical design posed the greatest injury hazard; 3) Authentic design signaled highest functionality.
Show less - Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FA00005637
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Challenging Source Effects Theory: The Case of High-Technology Computers.
- Creator
- Simon, Judie, Smith, Allen E., Office of Undergraduate Research and Inquiry
- Abstract/Description
-
Consumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as high-technology computers. However, findings of our experiment contested existing theory by revealing...
Show moreConsumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as high-technology computers. However, findings of our experiment contested existing theory by revealing that although newly-entering freshman believed experts provided more cognitive information about a high-tech computer, they questioned their ability to understand and use expert advice in selecting the best computer. Moreover, results indicated that a referent - an upper-class college student - would be more able to convey a computer’s: 1) usefulness, 2) relatedness, and 3) association with the freshmen college experience. Finally, the referent out performed a celebrity in source likeability. The experiment used a manipulation check, questionnaire pretest, a survey, chi-square method, and consent form.
Show less - Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FA00005636
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Advertising Research, Persuasion Theory, & Competitive Strategy: The Role of Brand Association Using Life-Style Relevance.
- Creator
- Maria Barni, Marcio Do Nascimento, Monique Casanova, Viviana Moreno, Allen Smith
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000002
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Auditory Spatial Perception in Identical Spaces.
- Creator
- Laura Gomez, Julie Ward
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000011
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Loss of Neurofibromin During Development Increases Grooming in Drosophila.
- Creator
- Chevara Joseph, Lanikea B. King, Seth Tomchik
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000006
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Mapping Historical Structures Using UAV Technology.
- Creator
- Jason Blankenship, Paulo Fernandes, Hongbo Su
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000004
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Photovoltaic Array Assessment Using Field Generated Current-Voltage Curves.
- Creator
- Christopher Romain, Ricardo Sanatan, Shefatha Rabbany, Amir Abtahi
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000022
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Role of Megalin Protein Transport System in Maternal-fetal Interactions During Placental Malaria.
- Creator
- Guerlande Fontus, Olga Chesnokov, Stephen Rogerson, Andrew Oleinikov
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000009
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Autonomous Seawater Sampler Using Flexible Soft Material.
- Creator
- Cuong Tran, Minh Nguyen, Nafsia Shikdar
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000007
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Characterizing the Biophysical Mechanism of Cell-penetrating Peptides in Cancer Cell Entry.
- Creator
- Mary Moussa, Shalondria Sears, Patrick Cosme, Andrew C. Terrentis, Ewa P. Wojcikiewicz
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000017
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Temporal Ontogeny of Epileptogenesis in a Model of Adult-onset, Spontaneous Seizures.
- Creator
- Melanie Gil, Rachel St. Clair, Ceylan Isgor
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000010
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Testing Links Between Cognition and Stress Responsiveness in a Songbird.
- Creator
- Jenny Applebaum, Rindy Anderson
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000001
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Effects of Distraction on Memory for Events.
- Creator
- James Adaryukov, Nicole McRostie, Anna Riso, Julie Earles, Alan Kersten
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000000
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Emotional Scaffolding and English Language Learners.
- Creator
- Lauren Rubin, Lori Dassa
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000021
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Comparing the Effects of CEEE versus HIIT Exercise on Cardiac Damage in Cyprinus carpio.
- Creator
- Jessica L. Halle, Gabriel S. Pena, Arun Maharaj, Michael Whitehurst
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000012
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Determining Potential Enzymes Involved in the Cleavage of L1-type CAM in Vivo.
- Creator
- Brittany Henry, Julie Freund, Jana Boerner, Priyanka Kakad, Tanja Godenschwege
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000005
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Monitoring and Modeling to Estimate Impact of Hydrogen Sulfide Emissions and Dispersion Near Gas Wellheads on a Florida Class I Landfill.
- Creator
- Angel de Jesus Martinez, Daniel Meeroff
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000016
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Multisensory Environments and Their Effect of Emotion.
- Creator
- Cynthia Stucki
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000024
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)
- Title
- Human Powered Submarine Data Acquisition System.
- Creator
- Robert Kipp, Edgar An
- Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FAU_SR00000014
- Subject Headings
- College students --Research --United States.
- Format
- Document (PDF)