Adventure Tourism: The Role of Social Comparison Theory in Successful Advertising Images

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dc.contributor.advisorNolan, David
dc.contributor.authorDudley, Katherine
dc.contributor.committeeMemberGrimes, Tom
dc.contributor.committeeMemberSierra, Jeremy
dc.date.accessioned2014-04-15T18:05:35Z
dc.date.available2014-04-15T18:05:35Z
dc.date.issued2014-04
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.description.departmentJournalism and Mass Communication
dc.formatText
dc.format.extent56 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationDudley, K. (2014). <i>Adventure tourism: The role of social comparison theory in successful advertising images</i> (Unpublished thesis). Texas State University, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/4961
dc.language.isoen
dc.subjectAdventure tourism
dc.subjectAdvertising
dc.subjectImages
dc.subjectMass communication
dc.subjectSocial comparison theory
dc.subject.lcshConsumer behavior--Social aspectsen_US
dc.subject.lcshMarketing research--Social aspectsen_US
dc.subject.lcshAdvertising--Social aspectsen_US
dc.subject.lcshConsumer behavioren_US
dc.titleAdventure Tourism: The Role of Social Comparison Theory in Successful Advertising Images
dc.typeThesis
thesis.degree.departmentJournalism and Mass Communication
thesis.degree.disciplineMass Communication
thesis.degree.grantorTexas State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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