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Table Of Contents

Research Questions
Research Goals
Managerial and Theoretical Contribution
Relevant Symbolic Visuals
The Relationship between Relevance and Response
Overview of the Dissertation
DEVELOPMENT
Chapter II Overview
Literature Review
Symbolic Visuals
Symbolic Interactionism and Meaning
Symbolic Visuals in Advertising
Symbolic Visuals Conclusion
Relevance in the Literature
Subjective Relevance
Objective Relevance
Contextual Relevance
Conclusion of Relevance in the Literature
Theory of Relevance
Assumptions
Context
Contextual Effects
Definition of Relevance
Response
Summary of TOR
Model Overview
Hypothesis Development
Related Theories
Congruent and Incongruent Visuals
Conclusion
Introduction
Scale Development of Relevance
Dichotomous Measurement of Relevance
Scale Measurement of Relevance
Method
Definition
Construct Validation
Item Generation
Procedure
Results
Purification
Table 7 - Study I: Estimates of Structural Equation Model for Relevance
Discussion of Study I Findings
Experimental Design
Participants
Dependent Variables
External Validity: Study II
Table 12 - Study II: Estimates of Structural Equation Model for Relevance
Reliability of Scales
Hypotheses Testing
Table 14 - Study II: ANOVA of Aggregate Belief Levels
Summary
DISCUSSION AND IMPLICATIONS
The Research Questions and Goals
Question 1
Question 2
Theoretical Implications
Managerial Implications
Limitations
Future Studies and Research Directions
REFERENCES
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Symbolic Visuals in Advertising

Symbolic Visuals in Advertising

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Published by hveenhuyzen

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Published by: hveenhuyzen on Apr 09, 2011
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11/01/2012

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