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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.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Jonah's legacy, endorser drama, and source credibility/attractiveness./
Author:	Vander Veen, Steve.
Description:	149 p.
Notes:	Source: Dissertation Abstracts International, Volume: 56-06, Section: A, page: 2334.
Contained By:	Dissertation Abstracts International56-06A.
Subject:	Anthropology, Cultural. -
Online resource:	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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005 20110928
008 110928s1995 eng d
035 $a (UMI)AAI9532439
035 $a AAI9532439
040 $a UMI $c UMI
100 1 $a Vander Veen, Steve. $3 1297837
245 1 0 $a Jonah's legacy, endorser drama, and source credibility/attractiveness.
300 $a 149 p.
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.
590 $a School code: 0799.
650 4 $a Anthropology, Cultural. $3 735016
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Language, General. $3 1018089
690 $a 0326
690 $a 0338
690 $a 0679
710 2 0 $a University of Illinois at Chicago. $3 1020478
773 0 $t Dissertation Abstracts International $g 56-06A.
790 $a 0799
791 $a Ph.D.
792 $a 1995
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9532439