Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.
Please use this search form to:
- First or Secondary Author: Click on "person," click on your name, and "search." Then use the bottom scroll bar to slide to the right until you see the search button. Scroll down this screen to see the result of the search!
- Search by Date/Time
- Search by Keywords
- Search by Submission Type (Full Paper or Special Topics)
To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.
Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.
3.3b Do Consumers Feel Gratitude Toward the Advertising? Study on Consumers’ Evaluation of Advertising from the Gratitude Perspective
Abstract
The current study examined the influencing factors on the gratitude toward the advertising and the mediating role of both value and intention of advertising between perceptions of advertising function (irritation, informative, and entertainment) and the gratitude toward the advertising. Two studies presented two important findings. First, as expected, the negative perception like irritation had a negative association with advertising gratitude and positive perception like informativeness and entertainment had a positive association with advertising gratitude. Second, the perceived informativeness of advertising was mediated by advertising value on advertising gratitude, while the perceived entertainment influenced directly on advertising gratitude. Details and interpretation were discussed further.
First & Corresponding Author
Doyle Yoon, University of Oklahoma
Authors in the order to be printed.
Doyle Yoon, University of Oklahoma; Sang Chon Kim, University of Oklahoma