Measuring Effectiveness of Marketing Message: The Role of Verbal, Visual and Brand Elements

The aim of this paper is to study the role of verbal, visual and brand elements while meas-uring effectiveness of marketing message. The thesis is written in the context of mobile gaming industry. The object of the study is marketing message. To achieve the aim, the main research question was formulated: How do the elements of marketing message, such as verbal, visual and brand, affect the consumer’s attitude toward the ad, emotional response and attention capture? The theory development chapter lays on three corner stones – analysis of previous litera-ture on marketing message and its elements, namely verbal, visual and brand; overview of literature on attitude formation and particularly attitude toward the ad. In addition, investiga-tion of key points of emotional response and attention capture literature finalizes the chap-ter. The empirical part consists of experiment, conducted with 27 participants. Experiment includes the self-report semantically anchored scale, measuring the attitude toward the ad, as well as autonomic measures – eye tracking (attention capture) and facial expressions (emotional response). The results of the experiment showed that the size of the brand element – the logo – has an effect on the attention capture and the overall attitude toward the ad. The bigger the logo, the more time people spend viewing it, and they realise the message is more educa-tional and factual. The measure related to the visual element – the visual complexity – in-creases the intensity of participant’s facial expression. While the measure of verbal ele-ment – the contrast between text and background colours – leads to a better attitude to-ward the ad. The higher the contrast between text and background, the more known the message appears to the viewer.

An investigation of the emotion assumptions of just-world theory /

The purpose ofthis study was to investigate the emotion assumptions underlying just-world theory. This theory proposes that people have a need to believe in a just world - a world where people get what they deserve. The first emotion assumption is that people, therefore, find injustices (Le., undeserved outcomes) threatening and thus emotionally arousing. Second, it is this arousal that is assumed to drive subsequent strategies for maintaining the belief in a just world. One strategy an individual may use to maintain this belief is derogating victims of injustice, or seeing their character in a more negative light. To test these two assumptions, 102 participants viewed a video depicting either a victim who presumably presented a high threat to people's belief in ajust world (she was innocent and, therefore, undeserving of her fate) or low threat (she was not innocent and, therefore, more deserving of her fate) while their heart rate and EDA was measured. Half of the participants were then given the opportunity to help the victim whereas the other half were not given this opportunity. The manipulations were followed by both explicit and indirect measures of evaluations ofthe victim as well as self-report measures of affect experienced while watching the victim video, and an individual difference scale assessing the strength of participants' just-world beliefs (as well as other measures that were part ofa larger study). Results indicated that participants did report feeling more threatened by the innocent victim. Although there was some evidence of victim derogation on the implicit measure of victim evaluation, there was no evidence that emotional arousal drove the negative evaluations of the victim who could not be helped. Some interaction effects with individual differences in just-world beliefs did occur, but these were not entirely consistent with the rationale behind the individual difference scales. These results provide only weak support for the first emotion assumption ofjust-world theory. Implications of these findings as well as limitations of the study and future directions concerning just-world theory are discussed.

The relationship between self-serving cognitive distortions and bullying behaviours among elementary school children /

The purpose ofthe study was to examine the relationshq) between self-serving cognitive distortions and involvement in bullying behaviours. While relationships were e}q)k)red for both bullies and victims, the bully represented the main focus ofthis research. The participants ofthis study were 206 elementary school children in grades 5, 6, 7, and 8 from a school board in South Western Ontario. Participants conq>leted a 2- part self-report questionnaire within a 1-week time period. Part I aimed to measure self-serving cognitive distortions, while Part II was designed to assess selfreports of bullying behaviours. Analyses revealed that a significant direct relationship existed between children's self-serving cognitive distortions and bullying others. More specifically, children's self-serving cognitive distortions were moderately correlated with bullying others (r = .50, p< 0.01). This finding was consistent for both male and female participants. In addition, significant moderate correlations also existed between each ofthe 9 subscales ofself-serving cognitive distortions and bullying others. In regard to the relationship between children's self-serving cognitive distortions and victimization, a low significant direct relationshq) was found (r = .22 p<0.01). This finding was consistent for both male and female participants. The results ofthis study are discussed in terms oftheir theoretical, as well as applied implications.

Underemployment and depressive affect : the moderating influence of coping styles /

This study tested a model which predicted the relationship between underemployment and depressive affect as moderated by coping styles. A randomly selected community sample of 574 young adults completed a self-report employment status measure, the Underemployment Scale, the Center for Epidemiological Study Depression Scale, and the Coping^Stralegy Indicator. The interaction model was supported for men only. Results indicated that significant interactions between Perceived Job Requirements Underemployment by avoidance copings and Subjective Underemployment by avoidance coping predicted depressive affect for men. Further, the same results were found even after controlling for prior depressive affect. UsingJhe^ selfreport employment status measure revealed significant group differences between unemployed and underemployed men. Underemployed men who utilized more support seeking coping strategies reported higher depressive affect than unemployed men. The interaction model was not supported for women even though women have consistently reported higher depressive affect rates. These results have implications for underemployment and depressive affect research and practical implications for assisting men who feel subjectively underemployed and need to find an appropriate strategy to cope with the situation.

The effectiveness of a health versus appearance message on pregnant women's intentions to exercise postpartum : the moderating role of self-monitoring

Despite the confimied health benefits of exercise during the postpartum period, many new mothers are not sufficiently active. The present research aimed to examine the effectiveness of 2 types of messages on intention to exercise after giving birth on 2 groups of pregnant women (low and high self-monitors) using the Theory of Planned Behavior as a theoretical basis. Participants were 2 1 8 pregnant women 1 8 years of age and older (Mean age = 27.9 years, SD = 5.47), and in their second or third trimester. Women completed a demographics questionnaire, a self-monitoring (SM) scale and the Godin Leisure Time Exercise Questionnaire for current and pre-pregnancy exercise levels. They then read one of two brochures, describing either the health or appearance benefits of exercise for postpartum women. Women's attitudes, social norms, perceived behavioral control, and intentions to exercise postpartum were then assessed to determine whether one type of message (health or appearance) was more effective for each group. A MANOVA found no significant effect (p>0.05) for message type, SM, or their interaction. Possible reasons include the fact that the two messages may have been too similar, reading any message about exercise may result in intentions to exercise, or lack of attention given to the brochure. Given the lack of research in this area, more studies are necessary to confirm the present results. Two additional exploratory analyses were conducted. Pearson correlations found higher levels of pre-pregnancy exercise and current exercise to be associated with more positive attitudes, more positive subjective norms, higher perceived behavioral control, and higher intention to exercise postpartum. A hierarchical regression was conducted to determine the predictive utility of attitudes, subjective norms, and perceived behavioral control on intention for each self-monitoring group. Results of the analysis demonstrated the three independent variables significantly predicted intention (p < .001) in both groups, accounting for 58-62% of the variance in intention. For low self-monitors, attitude was the strongest predictor of intention, followed by perceived behavioral control and subjective norm. For high self-monitors, perceived behavioral control was the strongest predictors, followed by attitudes and subjective norm. The present study has practical and real world implications by contributing to our understanding of what types of messages, in a brochure format, are most effective in changing pregnant women's attitudes, subjective norm, perceived behavioral control and intention to exercise postpartum and provides ftirther support for the use of the Theory of Planned Behavior with this population.

Anxiety and learning / response behaviour in the context of intellectual problem solving by young children

Twenty-eight grade four students were ca.tegorized as either high or low anxious subjects as per Gillis' Child Anxiety Scale (a self-report general measure). In determining impulsivity in their response tendencies, via Kagan's Ma.tching Familiar Figures Test, a significant difference between the two groups was not found to exist. Training procedures (verbal labelling plus rehearsal strategies) were introduced in modification of their learning behaviour on a visual sequential memory task. Significantly more reflective memory recall behaviour was noted by both groups as a result. Furthermore, transfer of the reflective quality of this learning strategy produced significantly less impulsive response behaviour for high and low anxious subjects with respect to response latency and for low anxious subjects with respect to response accuracy.

The assessment of self-directed learning among pre-service students in an Ontario faculty of education

The study determined students' perceptions of self-directed learning in their courses. Tests to assess perceptions are not being used in many programs. Assessments such as the Self-Directed Readiness Scale (SDLRS) and the Oddi continuing Learning Inventory (OCLI) have weaknesses that may have affected the use of tests. In this study, the creation of the Self-Directed Learning Test (SDLT) monitored students' perceptions by addressing what students were told before registration, how much input students had in developing the structure of the course, how much input students have in determining the evaluation for the course, what style of learning is taking place, and the characteristics of learning found among students. Fifty-one students in the pre-service program at Brock University completed the SDLT. Results showed that 47.1% of the sample liked self-directed learning. Several students who stated that they did not like selfdirected learning did not know what self-directed learning was. Results supported Brookfield's (1986) claim for more education on what self-directed learning is. The study did not support Knowles' (1980) assumption that adult students know and want to follow self-directed approaches to learning. The SDLT is a good method for monitoring self-directed learning and how students perceive their courses.

Beyond g : putting multiple intelligences theory to the test /

The purpose of this study was to investigate Howard Gardner's (1983) Multiple Intelligences theory, which proposes that there are eight independent intelligences: Linguistic, Spatial, Logical/Mathematical, Interpersonal, Intrapersonal, Naturalistic, Bodily-Kinesthetic, and Musical. To explore Gardner's theory, two measures of each ability area were administered to 200 participants. Each participant also completed a measure of general cognitive ability, a personality inventory, an ability self-rating scale, and an ability self-report questionnaire. Nonverbal measures were included for most intelligence domains, and a wide range of content was sampled in Gardner's domains. Results showed that all tests of purely cognitive abilities were significantly correlated with the measure of general cognitive ability, whereas Musical, Bodily-Kinesthetic, and one of the Intrapersonal measures were not. Contrary to what Multiple Intelligences theory would seem to predict, correlations among the tests revealed a positive manifold and factor analysis indicated a large factor of general intelligence, with a mathematical reasoning test and a classification task from the Naturalistic domain having the highest ^- loadings. There were only minor sex differences in performance on the ability tests. Participants' self-estimates of ability were significantly and positively correlated with actual performance in some, but not all, intelligences. With regard to personality, a hypothesized association between Openness to Experience and crystallized intelligence was supported. The implications of the findings in regards to the nature of mental abilities were discussed, and recommendations for further research were made.

Children's Bullying Experiences and Self-Worth Perceptions in a Private School

This study explored children's bullying experiences (as bully, victim, and bystander) and their self-worth perceptions in a private school in Ontario, Canada. Forty students from 12 different countries participated in a mixed methodology (both quantitative and qualitative) research design using a self-report questionnaire. Students reported involvement in bullying as a bully, victim, and bystander. The overall results reveal a pattern across the three roles where the degree of bullying observed as a bystander is the highest (57%) followed by the experiences as a victim (29%) and that performed as bully (21%). The bystanders reported direct bullying being witnessed, bullies reported indirect bullying interventions as being used, and victims of bullying reported indirect bullying being the most common type of bullying they experienced. Decreased feeling of self-worth is reported in the qualitative research data in regards to bullying. Boarding students reported issues regarding personal safety, need for social relationships, self-worth, and unacceptability of bullying. Implications for practice for the private school are discussed, focusing on the outcome of this study.

Nonsuicidal Self-Injury and Suicidal Behavior: A Latent Class Analysis among Young Adults

Although there is a general consensus among researchers that engagement in nonsuicidal self-injury (NSSI) is associated with increased risk for suicidal behavior, little attention has been given to whether suicidal risk varies among individuals engaging in NSSI. To identify individuals with a history of NSSI who are most at risk for suicidal behavior, we examined individual variability in both NSSI and suicidal behavior among a sample of young adults with a history of NSSI (N = 439, Mage = 19.1). Participants completed self-report measures assessing NSSI, suicidal behavior, and psychosocial adjustment (e.g., depressive symptoms, daily hassles). We conducted a latent class analysis using several characteristics of NSSI and suicidal behaviors as class indicators. Three subgroups of individuals were identified: 1) an infrequent NSSI/not high risk for suicidal behavior group, 2) a frequent NSSI/not high risk for suicidal behavior group, and 3) a frequent NSSI/high risk for suicidal behavior group. Follow-up analyses indicated that individuals in the ‘frequent NSSI/high risk for suicidal behavior’ group met the clinical-cut off score for high suicidal risk and reported significantly greater levels of suicidal ideation, attempts, and risk for future suicidal behavior as compared to the other two classes. Thus, this study is the first to identity variability in suicidal risk among individuals engaging in frequent and multiple methods of NSSI. Class 3 was also differentiated by higher levels of psychosocial impairment relative to the other two classes, as well as a comparison group of non-injuring young adults. Results underscore the importance of assessing individual differences in NSSI characteristics, as well as psychosocial impairment, when assessing risk for suicidal behavior.

Psychopathie dans la population générale : comparaison selon le sexe

Mémoire numérisé par la Division de la gestion de documents et des archives de l'Université de Montréal

L'influence thérapeutique de la perception de justice informationnelle et interpersonnelle sur les symptômes de stress post-traumatique des victimes d'actes criminels

À la suite d’un crime, les victimes vont ressentir différents besoins et celui d’être informé serait fondamental (Baril, 1984). Les recherches ont permis d’établir que les policiers ont un rôle important à jouer dans la transmission des informations aux victimes puisqu’ils sont les premiers acteurs du système pénal avec lesquels celles-ci sont en contact (Laxminarayan, 2013). De plus, la perception des victimes quant à la façon dont elles ont été traitées par les policiers peut avoir un impact significatif sur leur rétablissement psychologique. Cette étude a pour but de mesurer l’effet thérapeutique des interactions entre les victimes et les policiers ainsi que de la transmission des informations aux victimes à la suite d’un crime sur l’état de stress post-traumatique (ÉSPT). Pour ce faire, l’instrument qui a été administré aux participants (n=188) est l’Échelle modifiée des symptômes du trouble de stress post-traumatique. Cet instrument est une version adaptée et validée en français (Guay, Marchand, Iucci et Martin, 2002) de l’échelle MPSS-SR élaborée par Falsetti, Resnick, Resick et Kilpatrick (1993). Cette échelle permet d’évaluer la présence des symptômes de stress post-traumatique en terme de fréquence et de sévérité. Les résultats de l’étude montrent que l’information est un déterminant important d’un traitement juste et la qualité de ce traitement à un effet thérapeutique sur les symptômes de stress post-traumatique. Une discussion des résultats dans une perspective plus globale concernant les théories en victimologie sur la perception de justice, la problématique de la victimisation secondaire et les implications pour les politiques en matière de droits des victimes sera présentée à la fin de cette recherche.

A prospective two-year examination of cognitive and behavioral correlates of provoked vestibulodynia outcomes.

Note de l'éditeur : This article may not exactly replicate the final version published in the journal. It is not the copy of record. / Cet article ne constitue pas la version officielle, et peut différer de la version publiée dans la revue.

The agreement between ipsative and normative questionnaires using compositional data analysis techniques

The main instrument used in psychological measurement is the self-report questionnaire. One of its major drawbacks however is its susceptibility to response biases. A known strategy to control these biases has been the use of so-called ipsative items. Ipsative items are items that require the respondent to make between-scale comparisons within each item. The selected option determines to which scale the weight of the answer is attributed. Consequently in questionnaires only consisting of ipsative items every respondent is allotted an equal amount, i.e. the total score, that each can distribute differently over the scales. Therefore this type of response format yields data that can be considered compositional from its inception. Methodological oriented psychologists have heavily criticized this type of item format, since the resulting data is also marked by the associated unfavourable statistical properties. Nevertheless, clinicians have kept using these questionnaires to their satisfaction. This investigation therefore aims to evaluate both positions and addresses the similarities and differences between the two data collection methods. The ultimate objective is to formulate a guideline when to use which type of item format. The comparison is based on data obtained with both an ipsative and normative version of three psychological questionnaires, which were administered to 502 first-year students in psychology according to a balanced within-subjects design. Previous research only compared the direct ipsative scale scores with the derived ipsative scale scores. The use of compositional data analysis techniques also enables one to compare derived normative score ratios with direct normative score ratios. The addition of the second comparison not only offers the advantage of a better-balanced research strategy. In principle it also allows for parametric testing in the evaluation

Inteligencia emocional en adolescentes de dos colegios de Bogotá y variables asociadas

En 1990 Mayer y Salovey acuñan el término Inteligencia Emocional. La Trait Meta-Mood Scale 24 (TMMS-24) es la versión española de la primera medida de autoinforme de la IE basada en el modelo de Mayer y Salovey. Objetivo: Explorar las diferencias en el grado de desarrollo de la IE asociadas a género, edad y escolaridad. Método: Diseño observacional de corte transversal, comparativo entre dos grupos de adolescentes escolarizados en educación oficial, uno en colegio femenino y el otro en colegio masculino. Resultados: Se incluyó un total de 451 adolescentes, 224 mujeres con una edad de 14,04 ±1,58 años y 227 hombres con una edad de 14,25 ±1,68 años. Los alfas de Cronbach de la TMMS-24 para esta investigación fueron de 0,802 en Percepción, 0,756 en Comprensión y 0,748 en Regulación. Las mujeres puntuaron mejor que los hombres en Percepción (p=0,007). Se encontró mayor puntuación en Regulación en los grados 6º, 7º y 11º en las mujeres (p=0,005). No hubo evidencia de relación entre la edad y la IE. Conclusiones: La TMMS-24 es una medida de la IE con una adecuada consistencia interna al ser empleada en adolescentes entre los 12 y 17 años de edad de colegios de la ciudad de Bogotá. Este estudio muestra la importancia de combinar métodos de evaluación de la IE con el fin de mejorar su valoración, así como la necesidad de realizar más investigación acerca de IE en nuestro medio.