A study of on-line use and perceived effectiveness of compliance-gaining in health-related banner advertisements for senior citizens.

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This research investigated banner ads on the World Wide Web, specifically the types of messages used in those ads and the effectiveness of the ads as seen by their intended audience. The focus was on health-related banner advertisements targeting senior citizens. The study first sought to determine the frequency of appearance of those ads when classified into categories of compliance-gaining tactics provided by research scholars. Second, the study explored the relative perceived effectiveness among those categories. Two graduate students from a Central Texas university sorted text messages into predetermined compliance-gaining categories. Chi square tests looked for significant differences in the ... continued below

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Toon, Michelle Anne December 2002.

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  • Toon, Michelle Anne

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Description

This research investigated banner ads on the World Wide Web, specifically the types of messages used in those ads and the effectiveness of the ads as seen by their intended audience. The focus was on health-related banner advertisements targeting senior citizens. The study first sought to determine the frequency of appearance of those ads when classified into categories of compliance-gaining tactics provided by research scholars. Second, the study explored the relative perceived effectiveness among those categories. Two graduate students from a Central Texas university sorted text messages into predetermined compliance-gaining categories. Chi square tests looked for significant differences in the frequencies of banner ads in each category. Forty-five senior citizens from the Central Texas area completed surveys regarding the perceived effectiveness of a randomly ordered, randomly selected set of categorized banner ads. A repeated measures test attempted to determine whether some compliance-gaining strategies used in health-related banner ads were perceived as more effective than others. The hypothesis stated that there would be differences in frequencies of compliance-gaining strategies used among the compliance-gaining categories in health-related banner ads for senior citizens. The hypothesis was supported. The research question asked if some categories of compliance-gaining strategies used in health-related banner ads were perceived as more effective than others by senior citizens. There was no evidence that senior citizens perceived any compliance-gaining category as being more effective than any other. However, post hoc analyses revealed trends in the types of compliance-gaining messages senior citizens perceived as more effective. These trends provide a basis for directional predictions in future studies.

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UNT Theses and Dissertations

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  • December 2002

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  • June 24, 2008, 6:50 p.m.

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  • Jan. 21, 2014, 1:13 p.m.

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Citations, Rights, Re-Use

Toon, Michelle Anne. A study of on-line use and perceived effectiveness of compliance-gaining in health-related banner advertisements for senior citizens., dissertation, December 2002; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc5800/: accessed December 18, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .