Restricted Research - Award List, Note/Discussion Page
Fiscal Year: 2023
770 Tarleton State University (142658)
Principal Investigator: To, Ngoc M
Total Amount of Contract, Award, or Gift (Annual before 2011): $ 1,500
Exceeds $250,000 (Is it flagged?): No
Start and End Dates: 9/1/22 - 8/31/23
Restricted Research: YES
Academic Discipline: Soc - Other
Department, Center, School, or Institute: College Of Business Administration
Title of Contract, Award, or Gift: Photograph or Illustration? The Role of Visual Medium in Consumer Prosocial Response Towards Public Service Advertisements. Transformative Consumer Research
Name of Granting or Contracting Agency/Entity:
Association for Consumer Research
Program Title: Photograph or Illustration? The Role of Visual Medium in Consumer Prosocial Response Towards Public Service Advertisements
Note:
We deem this project restricted research (SAMs 1.1.1), because the investigator will demonstrate when photograph versus illustration visual mediums are most effective in motivating consumer prosocial behaviors by examining the moderating role of construal level. Specifically, investigator will predict that photograph (illustration) visual mediums are more likely to lead to prosocial response when paired with concrete (abstract) mindsets. This research can provide insights and implications for marketers, consumers, and society as a whole.
Discussion: No discussion notes