David W Schumann
Biographic Data
| ID | 786097 |
|---|---|
| NAME | David W Schumann |
| GIVEN NAMES | David W |
| FAMILY NAME | Schumann |
| SIGNATURE | SCHUMANN D W |
| VERIFIED | No |
| TOTAL WORKS | 7 |
| TOTAL CITATIONS | 204 |
| AUTHOR COUNT | 6 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 1983 |
| LATEST PUBLICATION YEAR | 1999 |
| H-INDEX | 5 |
Advertising and the World Wide Web
From the Publisher: In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medi…
Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength
We argue that researchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study 1, we show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. In study 2, we show that, despite the appearance of equal effectiveness on t…
Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences
This study explores the phenomenon of postpurchase product evaluations primarily by comparing consumers' recalled postpurchase evaluation experiences with their recalled prepurchase evaluation experiences. Personal interviews and retrospective verbalizations were employed so that respondents could describe the phenomena in their own experiences and words. A secondary comparison was also made between consumers' postpurchase evaluation experiences …
Positive mood and persuasion: Different roles for affect under high- and low-elaboration conditions
Two experiments examined the processes by which positive mood influences attitude change under high and low message elaboration conditions. To examine elaboration, Experiment 1 included individuals who differed in their need for cognition, and Experiment 2 manipulated the relevance of the message. In each study, Ss were exposed to a persuasive communication following a positive or neutral mood induction. In both studies, positive mood produced mo…
FDA and ADA Evaluation of Dental Implants
The FDA classification of endosseous dental implants (EDI) is reviewed. Factors impacting the long-term efficacy of dental implants and the guidelines for development of EDI are enumerated. The role of the ADA in evaluation of EDIs is also discussed. Recommendations for development of performance criteria and reporting format are made
Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses
Two strategies for varying the content of ads over repeated presentations are distinguished, and the effectiveness of these strategies are examined at two different levels of consumer motivation to process the ads. Consistent with the hypotheses, experiment 1 found that a cosmetic variation strategy (variation in nonsubstantive features of an ad across multiple presentations) had greater impact on attitudes when motivation to process the ad was l…
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
Undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had…
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
Undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had…
Positive mood and persuasion: Different roles for affect under high- and low-elaboration conditions
Two experiments examined the processes by which positive mood influences attitude change under high and low message elaboration conditions. To examine elaboration, Experiment 1 included individuals who differed in their need for cognition, and Experiment 2 manipulated the relevance of the message. In each study, Ss were exposed to a persuasive communication following a positive or neutral mood induction. In both studies, positive mood produced mo…
Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses
Two strategies for varying the content of ads over repeated presentations are distinguished, and the effectiveness of these strategies are examined at two different levels of consumer motivation to process the ads. Consistent with the hypotheses, experiment 1 found that a cosmetic variation strategy (variation in nonsubstantive features of an ad across multiple presentations) had greater impact on attitudes when motivation to process the ad was l…
Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength
We argue that researchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study 1, we show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. In study 2, we show that, despite the appearance of equal effectiveness on t…
Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences
This study explores the phenomenon of postpurchase product evaluations primarily by comparing consumers' recalled postpurchase evaluation experiences with their recalled prepurchase evaluation experiences. Personal interviews and retrospective verbalizations were employed so that respondents could describe the phenomena in their own experiences and words. A secondary comparison was also made between consumers' postpurchase evaluation experiences …
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
Undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had…
Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses
Two strategies for varying the content of ads over repeated presentations are distinguished, and the effectiveness of these strategies are examined at two different levels of consumer motivation to process the ads. Consistent with the hypotheses, experiment 1 found that a cosmetic variation strategy (variation in nonsubstantive features of an ad across multiple presentations) had greater impact on attitudes when motivation to process the ad was l…
FDA and ADA Evaluation of Dental Implants
The FDA classification of endosseous dental implants (EDI) is reviewed. Factors impacting the long-term efficacy of dental implants and the guidelines for development of EDI are enumerated. The role of the ADA in evaluation of EDIs is also discussed. Recommendations for development of performance criteria and reporting format are made
Positive mood and persuasion: Different roles for affect under high- and low-elaboration conditions
Two experiments examined the processes by which positive mood influences attitude change under high and low message elaboration conditions. To examine elaboration, Experiment 1 included individuals who differed in their need for cognition, and Experiment 2 manipulated the relevance of the message. In each study, Ss were exposed to a persuasive communication following a positive or neutral mood induction. In both studies, positive mood produced mo…
Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength
We argue that researchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study 1, we show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. In study 2, we show that, despite the appearance of equal effectiveness on t…
Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences
This study explores the phenomenon of postpurchase product evaluations primarily by comparing consumers' recalled postpurchase evaluation experiences with their recalled prepurchase evaluation experiences. Personal interviews and retrospective verbalizations were employed so that respondents could describe the phenomena in their own experiences and words. A secondary comparison was also made between consumers' postpurchase evaluation experiences …
Advertising and the World Wide Web
From the Publisher: In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medi…
Psychology (6 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Advertising (4 works) · Business (4 works) · Digital Marketing and Social Media (4 works) · Social Psychology (4 works) · Cognitive psychology (3 works) · Computer Science (3 works) · Mathematics (3 works) · Media Influence and Health (3 works)