Graduation Year

2005

Document Type

Thesis

Degree

M.A.

Degree Granting Department

Mass Communications

Major Professor

Scott S. Liu, Ph.D.

Co-Major Professor

Kenneth Killebrew, Ph. D.

Committee Member

Larry Leslie, Ph.D.

Keywords

attitude toward the ad, attitude toward the product

Abstract

Data collected from a survey questionnaire via personal interviews among 488 college students was used to examine relationships among attitude toward alcohol advertising, attitude toward alcohol beverages, perceived influence of alcohol advertising on oneself, perceived influence of alcohol advertising on others, and attitude toward restrictions of alcohol advertising. Results supported the hypothesized direct effect of advertising attitudes and product attitudes on attitude toward restrictions. Also supported was the indirect effect of advertising and product attitudes on attitudes toward restricting alcohol advertising via such mediators as perceived influence of the ads on self and others using the theories of first- and third- person effects. Implications for future research, public policies, and marketing practices - including responsibility marketing - are discussed.

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