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The Effect of Medium, Endorsement Styles, and Valence on Consumer Attitude

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Title: The Effect of Medium, Endorsement Styles, and Valence on Consumer Attitude
Author: Tan, Qianyi
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Kanetkar, VinayLefa, Teng
Abstract: This research studies the impact that valence and endorsement styles have on attitude formation in narrowcasting and broadcasting online mediums. The purpose is to determine if messages delivered in the narrowcasting medium has a significantly higher impact on attitude than in the broadcasting medium. It also aims to explore how endorsement styles (explicit vs. implicit) and message valence (positive vs. neutral) impact on attitude across mediums (broadcasting vs. narrowcasting). The results demonstrated that individuals reported a higher attitude formation when receiving implicit endorsement messages in narrowcasting medium than in broadcasting medium. Neutral narrowcasting messages were found to have a significantly higher impact on attitude than neutral broadcasting messages. The research findings suggest that marketers should highlight the use of positive and explicit endorsement in broadcasting medium but switch attention to the use of neutral and implicit endorsement in narrowcasting medium.
URI: http://hdl.handle.net/10214/14146
Date: 2018-08


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