L J Shrum
Biographic Data
| ID | 86699 |
|---|---|
| NAME | L J Shrum |
| GIVEN NAMES | L J |
| FAMILY NAME | Shrum |
| SIGNATURE | SHRUM L J |
| AFFILIATIONS | The University of Texas at San Antonio |
| ORCID | 0000-0001-7112-6418 |
| VERIFIED | Yes |
| TOTAL WORKS | 42 |
| TOTAL CITATIONS | 414 |
| AUTHOR COUNT | 32 |
| EDITOR COUNT | 10 |
| FIRST PUBLICATION YEAR | 1993 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 12 |
Identities without Products: When the Preference for Self-Linked Products Weakens
Extant literature and common marketing practices converge around the idea that stronger self-links to a brand and its products lead to increased brand loyalty. In this article, we challenge this conventional notion by revealing situations where the preference for self-linked brands diminishes, despite the self-links remaining unchanged. We introduce a key distinction between two types of consumer identities based on whether identity expression re…
When Products Come Alive: Interpersonal Communication Norms Induce Positive Word of Mouth for Anthropomorphized Products
Across five experiments, this research finds that product anthropomorphism enhances consumers' intention to share positive thoughts in their word-of-mouth (WOM) communication about such products, in the hope of creating a favorable interpersonal impression about themselves. Our theorizing suggests that the effect occurs because consumers apply a norm that originates in human-related communication-namely, that speaking positively of other people c…
Grammatical gender and anthropomorphism: It” depends on the language
). Unlike English, which marks gender only for humans, gendered languages such as French grammatically mark gender not only for humans but also for nonhumans. Research has shown that in gendered languages, although gender marking of nonhuman nouns is semantically arbitrary, people ascribe male and female properties to nonhuman entities consistent with their grammatical gender. Because grammatical gender conveys human-related properties, we questi…
Hiding in the Crowd: Secrecy Compels Consumer Conformity
This research investigates how secrecy (i.e., a state in which people have an active intention to conceal information from others) affects individuals' consumption behavior. Six studies reveal that making consumers' secrets salient increases their tendency to conform in their consumption and show that this effect is driven by the desire to avoid social attention. This effect is moderated by consumers' perceived self-control capacity. This researc…
Syntax and the Illusion of Fit: How Grammatical Subject Influences Persuasion
We examine how the grammatical subject of a marketing claim affects persuasion. We refer to this phenomenon as the subject bias and introduce the distinction between users subjects (where product users are the grammatical subject of a sentence) and product subjects (where the product is the grammatical subject of the sentence). We find that users subjects can lead to an illusion of fit, where a reader believes that an offer provides a better fit …
How does social distancing during Covid-19 affect negative moods and memory
staying at home as much as possible, keeping distance from others, and avoiding large gatherings. Although social distancing improves physical health in terms of helping to reduce viral transmission, its psychological consequences are less clear, particularly its effects on memory. In this research, we investigated the effect of social distancing duration on negative moods and memory. The relation between social distancing duration and both negat…
The Cultivation of Parent and Child Materialism: A Parent–Child Dyadic Study
Research has shown that television viewing cultivates a materialistic worldview in children. However, other socialization factors may also influence children’s materialism. The current research tests two socialization pathways of parental influence: (a) an indirect path in which parents pass on their own materialism to their children, and the parent’s materialism is at least partly the result of a parent cultivation effect (parent cultivation); (…
The Preference for Moderation Scale
We propose that individual differences in the value placed on the principle of moderation exist and influence many aspects of consumer decision-making. The idea that moderation is an important guiding norm of human behavior is prevalent throughout history and an explicit theme in many philosophies, religions, and cultures. Yet, moderation has not been studied as an individual-level determinant of consumer behavior. We develop a scale that measure…
The Influence of the Phonetic Elements of a Name on Risk Assessment
The authors propose that the phonetic elements of a name affect risk perception. Specifically, they find that people prefer a name that evokes volatility when faced with a risky prospect, but prefer a name that evokes calmness when faced with a safe prospect. The authors posit that a volatile (vs. calm) prospect name results in more perceived fluctuations, and thus greater movement from, the given risk level. Therefore, a volatile prospect name r…
The Small Predicts Large Effect in Crowdfunding
Entrepreneurs are increasingly relying on online crowdfunding-the use of online platforms to raise money from a large number of people-to finance their ventures. This research explores the proposition that the amounts contributed by the majority of funders in the early stages of a crowdfunding campaign may have a counterintuitive influence on follow-up contributions and on the campaign's fundraising success. Findings from an analysis of real-worl…
The Devil You Know: Self-Esteem and Switching Responses to Poor Service
We investigate a psychological factor regulating consumers’ switching in response to poor service quality: chronic global self-esteem. Whereas high-self-esteem consumers tend to switch to other providers in response to poor service quality, low-self-esteem consumers often do not. This happens because low-self-esteem consumers who experience poor service become risk-averse, and therefore reluctant to engage in new committed service relationships. …
Undermining the Restorative Potential of Compensatory Consumption: A Product's Explicit Identity Connection Impedes Self-Repair
When people experience threats to important aspects of their self-concept (e.g., power, intelligence, sociability), they often compensate by consuming products that symbolize success, mastery, or competence on the threatened self-domain (within-domain compensatory consumption). Our research examines whether such compensatory consumption is effective in repairing the self-concept. Across seven experiments, we show that whether compensatory consump…
Too Constrained to Converse: The Effect of Financial Constraints on Word-of-Mouth
Existing research demonstrates that financial constraints are widespread and influence consumer attention, preference, choice, and consumption in a variety of ways. Despite the growing knowledge of how financial constraints affect the consumer decision-making process, less is known about its impact on post-purchase behavior. This work examines whether financial constraints impact an important post-purchase behavior—word of mouth—and in what direc…
Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation
Social exclusion has been shown to produce a number of different responses. This research examines the proposition that social exclusion may produce either self-focused or prosocial responses, depending on which needs are threatened. Different types of social exclusion threaten different needs, which in turn produce distinct outcomes (differential needs hypothesis). Social exclusion in the form of being implicitly ignored increased conspicuous co…
The psychology of entertainment media: Blurring the Lines Between Entertainment and Persuasion
An Online Process Model of Second-Order Cultivation Effects: How Television Cultivates Materialism and Its Consequences for Life Satisfaction
Two studies investigated the interrelations among television viewing, materialism, and life satisfaction, and their underlying processes. Study 1 tested an online process model for television's cultivation of materialism by manipulating level of materialistic content. Viewing level influenced materialism, but only among participants who reported being transported by the narrative, supporting a process model in which cultivation effects for value …
Media Consumption and Perceptions of Social Reality: Effects and Underlying Processes
I opened this chapter in the second edition of Bryant and Zillmann’s Media Effects series with the same quote. I retained it for this updated volume because it still rings true, despite some significant changes in the media landscape. Although in the movie it is unclear whether his words were those of a madman or a sage, few would be likely to question Howard Beale’s claim that television presents a distorted view of reality. Certainly, one can a…
Motivated response styles: The role of cultural values, regulatory focus, and self-consciousness in socially desirable responding
Three studies investigated the relations between cultural values and socially desirable responding, the processes that underlie them, and factors that influence the strength of the relations. Results indicated that individualism was associated with self-deceptive enhancement but not impression management, whereas collectivism was associated with impression management but not self-deceptive enhancement. Regulatory focus was found to mediate these …
The Influence of Self-Construal on Impulsive Consumption
Three studies investigated the impact of self-construal on impulsive consumption. Independents exhibited more impulsive consumption tendencies than did interdependents. A chronically accessible independent self-construal was positively associated with country-level beer consumption (study 1a) and state-level problem alcohol consumption (study 1b). Experimentally primed independents reported more positive attitudes toward immediate beer consumptio…
Spanish Abstract
Spanish Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_3.x Published: 01 January 2007
Korean Abstract
Korean Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_2.x Published: 01 January 2007
French Abstract
Journal Article French Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_5.x Published: 01 January 2007
German Abstract
Journal Article German Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_4.x Published: 01 January 2007
Chinese Abstract
Chinese Abstract L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_1.x Published: 01 January 2007
The Implications of Survey Method for Measuring Cultivation Effects
Journal Article The Implications of Survey Method for Measuring Cultivation Effects Get access L. J. Shrum L. J. Shrum 1Department of Marketing, University of Texas, San Antonio, TX 78249 1L. J. Shrum; Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289.x Published: 01 January 2007
Psychological Processes Underlying Cultivation Effects Further Tests of Construct Accessibility
Journal Article Psychological Processes Underlying Cultivation Effects: Further Tests of Construct Accessibility Get access L. J. Shrum L. J. Shrum 1L. J. Shrum (Ph.D., University of Illinois at Urbana-Champaign, 1992) is an assistant professor in the Department of Marketing, School of Business, Rutgers University Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 22, Issue 4, June 1996, …
Toward an Understanding of Consumer Ambivalence
A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence: expectation versus reality, overload, role conflict with purchase influencers, and custom and value conflict. These antecedents were then linked to partic…
The Role of Television in the Construction of Consumer Reality
This article presents the results of a two-study inquiry into a particular type of consumer socialization: the construction of consumer social reality via exposure to television. In study 1, estimates of the prevalence of products and activities associated with an affluent lifestyle were positively related to the total amount of television respondents watched. The amount of television viewing was shown to function as a mediating variable between …
Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation
Social exclusion has been shown to produce a number of different responses. This research examines the proposition that social exclusion may produce either self-focused or prosocial responses, depending on which needs are threatened. Different types of social exclusion threaten different needs, which in turn produce distinct outcomes (differential needs hypothesis). Social exclusion in the form of being implicitly ignored increased conspicuous co…
An Online Process Model of Second-Order Cultivation Effects: How Television Cultivates Materialism and Its Consequences for Life Satisfaction
Two studies investigated the interrelations among television viewing, materialism, and life satisfaction, and their underlying processes. Study 1 tested an online process model for television's cultivation of materialism by manipulating level of materialistic content. Viewing level influenced materialism, but only among participants who reported being transported by the narrative, supporting a process model in which cultivation effects for value …
The Measurement of Personal Values in Survey Research
When survey researchers are interested in measuring the personal values of respondents, they often use a rating rather than a ranking method because it is easier and faster to administer and yields data that are amenable to parametric statistical analyses. However, because personal values are inherently positive constructs, respondents often exhibit little differentiation among the values and end-pile their ratings toward the positive end of the …
Motivated response styles: The role of cultural values, regulatory focus, and self-consciousness in socially desirable responding
Three studies investigated the relations between cultural values and socially desirable responding, the processes that underlie them, and factors that influence the strength of the relations. Results indicated that individualism was associated with self-deceptive enhancement but not impression management, whereas collectivism was associated with impression management but not self-deceptive enhancement. Regulatory focus was found to mediate these …
Processing strategy moderates the cultivation effect
This study tested the hypothesis that processing strategy moderates the effect of television viewing on social perceptions (cultivation effect). One hundred twenty-two male and female students provided estimates of the prevalence of crime, occupations, affluence, and marital discord under one of three conditions. Some participants were induced to process heuristically (heuristic group) through instructions to provide their estimates spontaneously…
Processing strategy moderates the cultivation effect
The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes
Two studies investigated the extent to which heavy television viewing affects consumers' perceptions of social reality and the cognitive processes that underlie these effects. Both studies found evidence that heavy viewers' beliefs about social reality are more consistent with the content of television programming than are those of light viewers. The use of a priming methodology provided support for the notion that television is a causal factor i…
The Influence of Self-Construal on Impulsive Consumption
Three studies investigated the impact of self-construal on impulsive consumption. Independents exhibited more impulsive consumption tendencies than did interdependents. A chronically accessible independent self-construal was positively associated with country-level beer consumption (study 1a) and state-level problem alcohol consumption (study 1b). Experimentally primed independents reported more positive attitudes toward immediate beer consumptio…
Television's Cultivation of Material Values
Prior research has shown that television viewing cultivates perceptions of the prevalence of societal affluence through a memory-based process that relies on the application of judgmental heuristics. This article extends this research by examining (1) whether cultivation effects generalize to consumer values such as materialism and (2) whether these values judgments are also processed in a heuristic manner. Data from both a survey and an experime…
The Implications of Survey Method for Measuring Cultivation Effects
Journal Article The Implications of Survey Method for Measuring Cultivation Effects Get access L. J. Shrum L. J. Shrum 1Department of Marketing, University of Texas, San Antonio, TX 78249 1L. J. Shrum; Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289.x Published: 01 January 2007
Phonetic Symbolism and Brand Name Preference
Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand names more when the attributes connoted by the vowel soun…
The Role of Source Confusion in Cultivation Effects May Depend on Processing Strategy A Comment on Mares (1996)
Mares (1996) presented evidence that source confusions play a role in the cultivation effect. In doing so, she suggested that these findings are at odds with assertions made by Shrum and O'Guinn (1993) concerning the lack of attention that people pay to source characteristics when constructing their social reality judgments. The purpose of this comment is to clarify some of the findings of Mares (1996) that have implications for the heuristic mod…
The Preference for Moderation Scale
We propose that individual differences in the value placed on the principle of moderation exist and influence many aspects of consumer decision-making. The idea that moderation is an important guiding norm of human behavior is prevalent throughout history and an explicit theme in many philosophies, religions, and cultures. Yet, moderation has not been studied as an individual-level determinant of consumer behavior. We develop a scale that measure…
The Small Predicts Large Effect in Crowdfunding
Entrepreneurs are increasingly relying on online crowdfunding-the use of online platforms to raise money from a large number of people-to finance their ventures. This research explores the proposition that the amounts contributed by the majority of funders in the early stages of a crowdfunding campaign may have a counterintuitive influence on follow-up contributions and on the campaign's fundraising success. Findings from an analysis of real-worl…
Syntax and the Illusion of Fit: How Grammatical Subject Influences Persuasion
We examine how the grammatical subject of a marketing claim affects persuasion. We refer to this phenomenon as the subject bias and introduce the distinction between users subjects (where product users are the grammatical subject of a sentence) and product subjects (where the product is the grammatical subject of the sentence). We find that users subjects can lead to an illusion of fit, where a reader believes that an offer provides a better fit …
Undermining the Restorative Potential of Compensatory Consumption: A Product's Explicit Identity Connection Impedes Self-Repair
When people experience threats to important aspects of their self-concept (e.g., power, intelligence, sociability), they often compensate by consuming products that symbolize success, mastery, or competence on the threatened self-domain (within-domain compensatory consumption). Our research examines whether such compensatory consumption is effective in repairing the self-concept. Across seven experiments, we show that whether compensatory consump…
Hiding in the Crowd: Secrecy Compels Consumer Conformity
This research investigates how secrecy (i.e., a state in which people have an active intention to conceal information from others) affects individuals' consumption behavior. Six studies reveal that making consumers' secrets salient increases their tendency to conform in their consumption and show that this effect is driven by the desire to avoid social attention. This effect is moderated by consumers' perceived self-control capacity. This researc…
The Influence of the Phonetic Elements of a Name on Risk Assessment
The authors propose that the phonetic elements of a name affect risk perception. Specifically, they find that people prefer a name that evokes volatility when faced with a risky prospect, but prefer a name that evokes calmness when faced with a safe prospect. The authors posit that a volatile (vs. calm) prospect name results in more perceived fluctuations, and thus greater movement from, the given risk level. Therefore, a volatile prospect name r…
The Devil You Know: Self-Esteem and Switching Responses to Poor Service
We investigate a psychological factor regulating consumers’ switching in response to poor service quality: chronic global self-esteem. Whereas high-self-esteem consumers tend to switch to other providers in response to poor service quality, low-self-esteem consumers often do not. This happens because low-self-esteem consumers who experience poor service become risk-averse, and therefore reluctant to engage in new committed service relationships. …
When Products Come Alive: Interpersonal Communication Norms Induce Positive Word of Mouth for Anthropomorphized Products
Across five experiments, this research finds that product anthropomorphism enhances consumers' intention to share positive thoughts in their word-of-mouth (WOM) communication about such products, in the hope of creating a favorable interpersonal impression about themselves. Our theorizing suggests that the effect occurs because consumers apply a norm that originates in human-related communication-namely, that speaking positively of other people c…
Grammatical gender and anthropomorphism: It” depends on the language
). Unlike English, which marks gender only for humans, gendered languages such as French grammatically mark gender not only for humans but also for nonhumans. Research has shown that in gendered languages, although gender marking of nonhuman nouns is semantically arbitrary, people ascribe male and female properties to nonhuman entities consistent with their grammatical gender. Because grammatical gender conveys human-related properties, we questi…
Processes and Effects in the Construction of Social Reality: Construct Accessibility as an Explanatory Variable
This study conceptualizes the cultivation effect in terms of the accessibility of information in memory. Contemporary social cognition research indicates that individuals consistenly use the most accessible information in memory as a basis for a variety of judgments. Consistent with this body of literature, the current study demonstrates that, based on a reaction time task, those subjects who watch comparatively more television not only overestim…
Assessing the Social Influence of Television: A Social Cognition Perspective on Cultivation Effects
Cultivation effects are discussed and assessed within the context of mental processing strategies. Specifically, an information-processing perspective is taken to illustrate how television viewing may affect social judgments. Heuristic processing is posited as a mechanism that can explain why heavier television viewing results in higher first-order cultivation judgments (i.e., those requiring estimates of set size, such as the incidence of violen…
Applying Social and Traditional Marketing Principles to the Reduction of Household Waste: Turning Research Into Action
This article provides an overview of past research on household waste management, particularly research that pertains to recycling and to green buying. The authors discuss social marketing principles and make suggestions as to how past research might be applied toward increasing recycling behavior in communities. They also discuss traditional marketing strategy and tactics in the context of selling products based on pro-environmental positionings…
Psychological Processes Underlying Cultivation Effects Further Tests of Construct Accessibility
Journal Article Psychological Processes Underlying Cultivation Effects: Further Tests of Construct Accessibility Get access L. J. Shrum L. J. Shrum 1L. J. Shrum (Ph.D., University of Illinois at Urbana-Champaign, 1992) is an assistant professor in the Department of Marketing, School of Business, Rutgers University Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 22, Issue 4, June 1996, …
The Role of Television in the Construction of Consumer Reality
This article presents the results of a two-study inquiry into a particular type of consumer socialization: the construction of consumer social reality via exposure to television. In study 1, estimates of the prevalence of products and activities associated with an affluent lifestyle were positively related to the total amount of television respondents watched. The amount of television viewing was shown to function as a mediating variable between …
The Role of Source Confusion in Cultivation Effects May Depend on Processing Strategy A Comment on Mares (1996)
Mares (1996) presented evidence that source confusions play a role in the cultivation effect. In doing so, she suggested that these findings are at odds with assertions made by Shrum and O'Guinn (1993) concerning the lack of attention that people pay to source characteristics when constructing their social reality judgments. The purpose of this comment is to clarify some of the findings of Mares (1996) that have implications for the heuristic mod…
Toward an Understanding of Consumer Ambivalence
A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence: expectation versus reality, overload, role conflict with purchase influencers, and custom and value conflict. These antecedents were then linked to partic…
The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes
Two studies investigated the extent to which heavy television viewing affects consumers' perceptions of social reality and the cognitive processes that underlie these effects. Both studies found evidence that heavy viewers' beliefs about social reality are more consistent with the content of television programming than are those of light viewers. The use of a priming methodology provided support for the notion that television is a causal factor i…
The Measurement of Personal Values in Survey Research
When survey researchers are interested in measuring the personal values of respondents, they often use a rating rather than a ranking method because it is easier and faster to administer and yields data that are amenable to parametric statistical analyses. However, because personal values are inherently positive constructs, respondents often exhibit little differentiation among the values and end-pile their ratings toward the positive end of the …
The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior
This study investigates the influence of value orientations measured at the individual level (individualism, collectivism, and locus of control) and of economic status on environmental beliefs and behavior. Structural equation modeling reveals that the preferred model is one in which the value orientations and economic status influence beliefs about recycling, which in turn influence recycling behavior, but the influence of the value orientations…
Processing strategy moderates the cultivation effect
What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness
Most perceptions of interactivity are that it is an inherently good thing, that it will change marketing and advertising as we know it. However, though there are obvious and intuitive advantages to interactivity, it may pose a disadvantage for marketing and advertising in some conditions. In this article, we explore the nature of interactivity and its underlying processes to determine the conditions in which interactivity may be both useful and d…
The Psychology of Entertainment Media
Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion
Television's Cultivation of Material Values
Prior research has shown that television viewing cultivates perceptions of the prevalence of societal affluence through a memory-based process that relies on the application of judgmental heuristics. This article extends this research by examining (1) whether cultivation effects generalize to consumer values such as materialism and (2) whether these values judgments are also processed in a heuristic manner. Data from both a survey and an experime…
Processing strategy moderates the cultivation effect
This study tested the hypothesis that processing strategy moderates the effect of television viewing on social perceptions (cultivation effect). One hundred twenty-two male and female students provided estimates of the prevalence of crime, occupations, affluence, and marital discord under one of three conditions. Some participants were induced to process heuristically (heuristic group) through instructions to provide their estimates spontaneously…
Spanish Abstract
Spanish Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_3.x Published: 01 January 2007
Korean Abstract
Korean Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_2.x Published: 01 January 2007
French Abstract
Journal Article French Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_5.x Published: 01 January 2007
German Abstract
Journal Article German Abstract Get access L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_4.x Published: 01 January 2007
Chinese Abstract
Chinese Abstract L. J. Shrum L. J. Shrum Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289_1.x Published: 01 January 2007
The Implications of Survey Method for Measuring Cultivation Effects
Journal Article The Implications of Survey Method for Measuring Cultivation Effects Get access L. J. Shrum L. J. Shrum 1Department of Marketing, University of Texas, San Antonio, TX 78249 1L. J. Shrum; Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 33, Issue 1, 1 January 2007, Pages 64–80, https://doi.org/10.1111/j.1468-2958.2007.00289.x Published: 01 January 2007
Phonetic Symbolism and Brand Name Preference
Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand names more when the attributes connoted by the vowel soun…
Media Consumption and Perceptions of Social Reality: Effects and Underlying Processes
I opened this chapter in the second edition of Bryant and Zillmann’s Media Effects series with the same quote. I retained it for this updated volume because it still rings true, despite some significant changes in the media landscape. Although in the movie it is unclear whether his words were those of a madman or a sage, few would be likely to question Howard Beale’s claim that television presents a distorted view of reality. Certainly, one can a…
Motivated response styles: The role of cultural values, regulatory focus, and self-consciousness in socially desirable responding
Three studies investigated the relations between cultural values and socially desirable responding, the processes that underlie them, and factors that influence the strength of the relations. Results indicated that individualism was associated with self-deceptive enhancement but not impression management, whereas collectivism was associated with impression management but not self-deceptive enhancement. Regulatory focus was found to mediate these …
Psychology (36 works) · Social Psychology (24 works) · Computer Science (19 works) · Consumer Behavior in Brand Consumption and Identification (15 works) · Sociology (15 works) · Business (13 works) · Advertising (12 works) · Social and Intergroup Psychology (12 works) · Cognitive psychology (8 works) · Economics (8 works)