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Jonah's legacy, endorser drama, and ...

Vander Veen, Steve.

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Jonah's legacy, endorser drama, and source credibility/attractiveness.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Jonah's legacy, endorser drama, and source credibility/attractiveness./
作者:	Vander Veen, Steve.
面頁冊數:	149 p.
附註:	Source: Dissertation Abstracts International, Volume: 56-06, Section: A, page: 2334.
Contained By:	Dissertation Abstracts International56-06A.
標題:	Anthropology, Cultural. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9532439

Jonah's legacy, endorser drama, and source credibility/attractiveness.
Vander Veen, Steve.

Jonah's legacy, endorser drama, and source credibility/attractiveness. - 149 p.

Source: Dissertation Abstracts International, Volume: 56-06, Section: A, page: 2334.

Thesis (Ph.D.)--University of Illinois at Chicago, 1995.

The relevance of this thesis is for both celebrity and less familiar endorsers. A projective story-telling technique demonstrates that the monomyth Separation-Initiation-Return (S-I-R) exists for realistic heroes from the perspective of the respondent. The S-I-R substages "road to trials" (I), "meeting of the goddess" (I), "crossing the return threshold" (R), "call to adventure" (S), and "in the belly of the whale" (S) are more salient. Also, stories with a material mytheme (i.e., stories containing either "in the belly of the whale" or "road to trials" versus stories containing both substages) are more prevalent.Subjects--Topical Terms:

735016
Anthropology, Cultural.

Jonah's legacy, endorser drama, and source credibility/attractiveness.
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500 $a Source: Dissertation Abstracts International, Volume: 56-06, Section: A, page: 2334.
502 $a Thesis (Ph.D.)--University of Illinois at Chicago, 1995.
520 $a The relevance of this thesis is for both celebrity and less familiar endorsers. A projective story-telling technique demonstrates that the monomyth Separation-Initiation-Return (S-I-R) exists for realistic heroes from the perspective of the respondent. The S-I-R substages "road to trials" (I), "meeting of the goddess" (I), "crossing the return threshold" (R), "call to adventure" (S), and "in the belly of the whale" (S) are more salient. Also, stories with a material mytheme (i.e., stories containing either "in the belly of the whale" or "road to trials" versus stories containing both substages) are more prevalent.
520 $a Experiments demonstrate that S-I-R substages influence source credibility/attractiveness (C/A). Endorsers demonstrating the sacred (versus material) mytheme are perceived to be more likable, expert, attractive, and C/A. Endorsers demonstrating S-I (versus S-I-R) are perceived to be more credible. Endorsers demonstrating the sacred S-I (versus material S-I, material S-I-R, or sacred S-I-R) mytheme with thinking products are perceived to be more credible and endorsers demonstrating sacred S-I-R (though not exclusively) with feeling products are perceived to be more credible, attractive, and C/A. Involvement is a factor that moderates these findings because respondents are significantly more involved with thinking versus feeling products. Consequently, involvement was a significant covariate for measures of expertise and C/A. In general, the more an endorser follows the heroic monomyth of S-I-R, the more persuasive is the endorser.
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