Effects of Teenagers’ Internet Motivations and Leisure Activities on Trust, Attitude and Use of Advertising

By Sara Steffes Hansen and James Tsao WJMCR 22 (July 2010) Introduction|Literature Review|Research Questions|Methods|Results|Conclusions||Limitations and Future Research| Abstract This study explores teen lifestyles, depicted through psychographic variables of Internet motivations and leisure activities, for impact on advertising trust, attitude and uses for purchase decisions. Data from 437 teenagers were analyzed with factor analyses and hierarchical regressions. […]

Third-Person Effect Suppressor Variables in Program Evaluations

Stephen A. Banning [WJMCR 4:3 June 2001] Sections:  Abstract|Introduction|Method|Results|Conclusion Abstract This study suggests federal and state program assessment evaluations use a differential impact index to alert evaluators of the presence of a first-person or third-person effect that may result in major miscalculations. While the third-person effect hypothesis in communication has undergone considerable testing since it’s inception […]

Effectiveness of Negative Political Advertising

Won Ho Chang, Jae-Jin Park, and Sung Wook Shim [WJMCR 2:1 December 1998] Sections: Introduction|Hypotheses|Method|Results|Conclusion Introduction Throughout history politicians have used various methods, such as whistle-stop speeches, political advertising and political rallies, to achieve their “primary goal, the winning of votes.”1 However, over the years, politicians have found that it is most advantageous to use political advertising to persuade […]