Date of Award
Bachelor of Science
advertisement, promotion, effectiveness, monitors
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.
Murray, Emily, "Psychology of Advertising: The Effect of Self-Monitoring and Message Framing on Advertisement Persuasion" (2012). Honors Theses. 867.