Date of Award
6-2012
Document Type
Open Access
Degree Name
Bachelor of Science
Department
Psychology
First Advisor
Kenneth DeBono
Language
English
Keywords
advertisement, promotion, effectiveness, monitors
Abstract
The current study examined the interaction between self-monitoring and message framing on overall advertisement evaluation. Seventy-six undergraduate students (56 females and 20 males) at a small liberal arts school were exposed to a 2(Self-monitoring: High vs. Low) x 2(Message Framing: Promotion-framed advertisement vs. Prevention-framed advertisement) between-subjects design. The participants were shown three advertisements, one of which was framed in either a promotion-focused or prevention-focused manner. The participants then filled out a series of questionnaires and were classified as being high or low self-monitors. It was hypothesized that the participants who were classified as high self-monitors would evaluate the promotion-framed advertisement more favorably and the participants who were classified as low self-monitors would evaluate the prevention-framed advertisement more favorably. The results supported our hypothesis and an interaction.
Recommended Citation
Murray, Emily, "Psychology of Advertising: The Effect of Self-Monitoring and Message Framing on Advertisement Persuasion" (2012). Honors Theses. 867.
https://digitalworks.union.edu/theses/867