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dc.contributor.advisorNolan, David
dc.contributor.authorDudley, Katherine
dc.date.accessioned2014-04-15T18:05:35Z
dc.date.available2014-04-15T18:05:35Z
dc.date.issued2014-04-08
dc.date.submittedMay 2014
dc.identifier.urihttps://digital.library.txstate.edu/handle/10877/4961
dc.description.abstractThis study examined the effects of intensity levels depicted in images used to represent adventure tourism activities on consumer attitude toward the images. The goal of the study was to answer four research questions: 1) Does the level of intensity portrayed in an adventure tourism activity image affect consumer attitudes toward the image? 2) Does the level of intensity portrayed in an adventure tourism activity image affect consumer attitudes toward the activity? 3) Does the level of intensity portrayed in an adventure tourism activity image affect consumer purchase intentions? 4) Does social comparison theory explain the relationship between effective advertising images and consumers? The proposed research questions were examined using a 3 (intensity level: high vs. low vs. neutral=control) x 2 (SCO: high vs. low) experimental design. Results indicate social comparison theory can explain the relationship between effective adventure tourism images. However, the level of intensity alone does not affect attitudes toward the image, activity, or purchase intention.
dc.formatText
dc.format.extent56 pages
dc.format.medium1 file (.pdf)
dc.language.isoen_US
dc.subjectAdventure tourism
dc.subjectAdvertising
dc.subjectImages
dc.subjectMass communication
dc.subjectSocial comparison theory
dc.subject.lcshConsumer behavior--Social aspects
dc.subject.lcshMarketing research--Social aspects
dc.subject.lcshAdvertising--Social aspects
dc.subject.lcshConsumer behavior
dc.titleAdventure tourism: The role of social comparison theory in successful advertising images
txstate.documenttypeThesis
dc.contributor.committeeMemberGrimes, Tom
dc.contributor.committeeMemberSierra, Jeremy
thesis.degree.departmentJournalism and Mass Communication
thesis.degree.disciplineMass Communication
thesis.degree.grantorTexas State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts
txstate.departmentJournalism and Mass Communication


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