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Media transportation and advertising.

Wang, Jing.

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Media transportation and advertising.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Media transportation and advertising./
Author:	Wang, Jing.
Description:	71 p.
Notes:	Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2305.
Contained By:	Dissertation Abstracts International66-06A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3177823
ISBN:	9780542174247

Media transportation and advertising.
Wang, Jing.

Media transportation and advertising. - 71 p.

Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2305.

Thesis (Ph.D.)--Northwestern University, 2005.

Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement can be conceptualized theoretically as transportation. Transportation is a type of information processing in which a person not only attends to information but also is absorbed into the narrative flow of a story in a pleasurable and active way. This research examines the effects of the degree of consumer transportation produced by the media context on the impact of ads that appear in that context. The results of five studies show that transportation can have both positive and negative effects on advertising. Intrusion of the ad into the transportation process serves as a moderated mediator of these effects.

ISBN: 9780542174247Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Media transportation and advertising.
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245 1 0 $a Media transportation and advertising.
300 $a 71 p.
500 $a Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2305.
500 $a Advisers: Bobby J. Calder; Angela Y. Lee.
502 $a Thesis (Ph.D.)--Northwestern University, 2005.
520 $a Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement can be conceptualized theoretically as transportation. Transportation is a type of information processing in which a person not only attends to information but also is absorbed into the narrative flow of a story in a pleasurable and active way. This research examines the effects of the degree of consumer transportation produced by the media context on the impact of ads that appear in that context. The results of five studies show that transportation can have both positive and negative effects on advertising. Intrusion of the ad into the transportation process serves as a moderated mediator of these effects.
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790 1 0 $a Lee, Angela Y., $e advisor
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791 $a Ph.D.
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