Date of Award

Fall 1993

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Griffin, Robert

Second Advisor

Turner, Lynn

Third Advisor

Crowley, John H.

Abstract

This experiment examined the effect of a television commercial in secondary classrooms for seventh and eighth grade students using the Theory of Reasoned Action as developed by Fishbein and Ajzen. Students who viewed the commercial reported a decrease in intention to use and actual usage when compared to a control group. The experimental group showed an increased positive rating for some of the behavioral beliefs for the advertised product, but there was no overall change in the Attitude toward the Behavior. Social Norms, in particular the belief motivation construct of parents, was the best predictor of intention and usage.

Share

COinS