Date of Award
Thesis - Restricted
Master of Arts (MA)
Crowley, John H.
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.
Falk, Terrence F., "The Effect on Middle School Students of Television Advertising in the Classroom Applying the Theory of Reasoned Action" (1993). Master's Theses (1922-2009) Access restricted to Marquette Campus. 1781.