| Type of Document |
Master's Thesis |
| Author |
Johnson, Elizabeth Anne
|
| URN |
etd-04272010-154648 |
| Title |
Sent to You by Someone Who Thinks You're Beautiful: The Effects of Regulatory Focus, Personal Involvement, and Collective Efficacy in a Social Marketing Campaign |
| Degree |
Master of Arts |
| Department |
Communication Studies |
| Advisory Committee |
| Advisor Name |
Title |
| Magee, Robert G. |
Committee Chair |
| Waggenspack, Beth M. |
Committee Member |
| Waymer, Damion M. |
Committee Member |
|
| Keywords |
- collective efficacy
- Dove
- regulatory frame
- situational theory
- involvement
|
| Date of Defense |
2010-04-21 |
| Availability |
unrestricted |
Abstract
This study examined attitudes and behavioral responses to a social marketing campaign’s video messages. Independent variables in the study were the regulatory framing of the campaign message, personal involvement, and collective efficacy. Results revealed main effects of both collective efficacy and personal involvement on attitude toward the brand, attitude toward the issues, and behavioral intentions. Significant interactions between collective efficacy and the regulatory frame of the video were found to affect the dependent variables. Gender was also found to significantly moderate the findings. Theoretical implications and practical implications are discussed.
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| Files |
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Approximate Download Time
(Hours:Minutes:Seconds)
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| 28.8 Modem |
56K Modem |
ISDN (64 Kb) |
ISDN (128 Kb) |
Higher-speed Access |
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Johnson_EA_T_2010.pdf |
703.97 Kb |
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Johnson_EA_T_2010_IRB.pdf |
253.31 Kb |
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