Thesis

The effect of time compression, involvement and prior attitude on final attitude

A 2 X 2 X 2 factorial design experiment was performed to determine the effects of time compression in a radio advertisement, the listener's prior attitude toward the product, and the listener's involvement in the product on the final attitude of the listener toward that product. After a premeasurement of involvement and prior attitude, a series of three advertisements was presented at either a normal rate of speed or at a rate 25% faster than normal. Significant main effects of prior attitude and involvement were found on final attitude toward the product. There was no main effect for compression nor was there a consistent pattern in the direction of the interactions. Factor analysis was performed on the involvement scales. The results of this study suggest that there is more than one factor that makes up involvement in a product.

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