Date of Award

Fall 1995

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Pokrywczynski, James

Second Advisor

Bauer, Connie L.

Third Advisor

Schrank, Carl

Abstract

In recent years the study of mental imagery has received wide spread attention in consumer behavior. However, most of this research has been confined to general advertising. Also, previous research has not looked at the effects of multiple exposures in telemarketing. Therefore, this study extends the existing research by examining the effects of imagery and multiple exposures in a telemarketing message.

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