Abstract

This paper investigates the consumer response to pre-release product advertising. Participants were 40 College of Wooster students (20 men and 20 women). Drawing on past consumer psychology research on affective (mis)forecasting, positive uncertainty, persuasion knowledge model, and more, I explore consumers’ bias toward “the next big thing.” Data was collected through the use of two surveys. The first given at Time 1 measured anticipated and actual emotional responses to a present or future framed advertisement as well as measuring ad credibility, ad attitude, and number of thoughts evoked. The second was given at Time 2 again measuring anticipated and actual emotional response this time to the present or future framed product, as well as measuring participants’ evaluation of the product. No significant results were found for affective responses between time frames.

Advisor

Garcia, Amber

Department

Psychology

Disciplines

Other Psychology | Social Psychology

Publication Date

2016

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2016 Daniel K. Boyce