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Individual Assignment Guidelines

Individual Assignment Guidelines - Individual Assignment...

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Click to edit Master subtitle style 2/23/11 Individual Assignment Guidelines Construal Theory
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2/23/11 Billboards Vs Print Ads Vs Mobile Phones What are the fundamental differences between Billboards vs Print Ads? (Or billboards vs Mobile Phone)
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2/23/11 Construal Level Theory Trope and Liberman (2003) showed that temporal distance makes people construe things at more concrete levels when the time frame is near (classic example: making a presentation) Conversely, people construe things at more abstract levels when time frame is far
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2/23/11 Hypotheses H1: Consumers will be more persuaded by green/healthy/long- term oriented appeals if the viewing distance is long (billboard) versus short (print ad, mobile phone) H2: Consumers will be more willing- to-pay, or willing-to-donate, toward these causes if the viewing distance is long (billboard) versus short (print
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2/23/11 Hypotheses H3: Consumers will be more persuaded by selfish/indulgent/short- term oriented appeals if the viewing
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