Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach
مقدم أطروحة جامعية
مشرف أطروحة جامعية
الجامعة
جامعة الأخوين
الكلية
كلية إدارة الأعمال
دولة الجامعة
المغرب
الدرجة العلمية
ماجستير
تاريخ الدرجة العلمية
2015
الملخص الإنجليزي
Nowadays, US consumers are exposed to more than 350 ads per day, for around 590 minutes daily.
However only 153 ads receive attention for more than a few seconds.
(SJ insight, 2014).
Hence, attracting consumers becomes very challenging and costly (Teixeira, 2014).
Designing an effective advertising that is appealing to consumers is essential.
In order to do so, there is a need to understand and to measure advertising effectiveness.
In fact, the latter is composed of five core elements, which are attitude toward advertisement, attitude toward the brand, the intention, the actual behavior, and memory recall.
This research study focuses on measuring the over time effect of emotional advertising on individual’s attitude and recall.
To do so, an experiment is conducted using 60 students from Al Akhawayn University in Ifrane with a ratio of 50% males and 50% females.
Each participant watches either a high emotional or low emotional video.
Both videos are about road safety campaigns in the UK.
GFK-EMO Scan, facial recognition software, is used in the experiment to measure participants’ unconscious emotions, as self-report measures are known to be weak.
Along with the experiment, two surveys are conducted to measure the impact of emotions on attitude and memory recall over time.
The obtained results from the experiment imply that participants who watch high emotional video tend to develop a positive attitude toward driving safely while having a better memory recall than participants who watch low emotional video.
Hence, high emotions advertising videos result in a remarkable effect on attitude and memory recall over time.
On the contrary, low emotion advertising videos result in lower over time effect on attitude and memory recall.
التخصصات الرئيسية
العلوم الاقتصادية والمالية وإدارة الأعمال
عدد الصفحات
88
قائمة المحتويات
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Literature review.
Chapter Three : Research model.
Chapter Four : Research methodology.
Chapter Five : Experiment results and findings.
Chapter Six : Survey results and findings.
Chapter Seven : Theoretical and managerial implications.
Chapter Eight : Research limitations and future work.
References.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
al-Mujahid, Uthman. (2015). Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775284
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
al-Mujahid, Uthman. Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2015).
https://search.emarefa.net/detail/BIM-775284
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
al-Mujahid, Uthman. (2015). Measuring the effects of emotional advertising on individual’s attitude and recall over time a novel facial analysis approach. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775284
لغة النص
الإنجليزية
نوع البيانات
رسائل جامعية
رقم السجل
BIM-775284
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر
