Social cognitive framework for advertising

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dc.contributor Lewis, Regina Louise
dc.contributor Bissell, Kimberly L.
dc.contributor Khang, Hyoungkoo
dc.contributor Allaway, Arthur Warren
dc.contributor.advisor Phelps, Joseph Combs, Justin
dc.contributor.other University of Alabama Tuscaloosa 2017-03-01T17:43:42Z 2017-03-01T17:43:42Z 2016
dc.identifier.other u0015_0000001_0002327
dc.identifier.other Combs_alatus_0004D_12838
dc.description Electronic Thesis or Dissertation en_US
dc.description.abstract Drawing from Bandura’s social cognitive theory, a social cognitive framework for advertising, integrating the major tenets of the advertising discipline, is articulated. Unlike the widely-used, and outmoded, behavioral models that frequently appear in advertising scholarship, the social cognitive perspective emphasizes the role of personal agency with regard to thought, affect, and behavior. Social cognitive framework for advertising contends that advertisements influence individuals as determinants that operate within triadic reciprocal structures composed of other personal, environmental, and behavioral factors. Subsequent to formulating the framework, it was used to structure and test the interaction between extraversion and arousal potential of the ad on attitude toward the ad, purchase intention, and memory of the ad. The investigation failed to find any statistically significant results. Despite a lack of findings, implications of shifting to a social cognitive perspective to study advertising effects are discussed and directions for future scholarship are presented. en_US
dc.format.extent 114 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated. en_US
dc.subject Communication
dc.subject Marketing
dc.title Social cognitive framework for advertising en_US
dc.type thesis
dc.type text University of Alabama. College of Communication and Information Sciences Communication & Information Sciences The University of Alabama doctoral Ph.D.

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