TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS
Researching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions) scale was developed to meassure advertising effects and w...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
CEOs Ltd.
2013-05-01
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| Series: | Innovative Issues and Approaches in Social Sciences |
| Subjects: | |
| Online Access: | http://www.iiass.com/pdf/IIASS-volume6-number2-article6.pdf |
| _version_ | 1811275274768089088 |
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| author | Nevenka Podgornik Andrej Kovacic |
| author_facet | Nevenka Podgornik Andrej Kovacic |
| author_sort | Nevenka Podgornik |
| collection | DOAJ |
| description | Researching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions) scale was developed to meassure advertising effects and was selected for testing. In an extended research presented in this paper and based on 988 respondents evaluating 15 different ads we provided evidence that verify this scale on four different groups of ad motives. In addition we have tested individual ads and their complience with the suggested motives based on the theory and the four separate components (rational component, primary emotions, pro-social emotions and individualistic emotions). The findings confirm that CASC scale is able to detect differences between different motives and is thus an effective tool for measuring advertising effects. |
| first_indexed | 2024-04-12T23:35:04Z |
| format | Article |
| id | doaj.art-7982d6c7566d404abafe0576613d46bd |
| institution | Directory Open Access Journal |
| issn | 1855-0541 |
| language | English |
| last_indexed | 2024-04-12T23:35:04Z |
| publishDate | 2013-05-01 |
| publisher | CEOs Ltd. |
| record_format | Article |
| series | Innovative Issues and Approaches in Social Sciences |
| spelling | doaj.art-7982d6c7566d404abafe0576613d46bd2022-12-22T03:12:10ZengCEOs Ltd.Innovative Issues and Approaches in Social Sciences1855-05412013-05-01628299TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTSNevenka PodgornikAndrej KovacicResearching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions) scale was developed to meassure advertising effects and was selected for testing. In an extended research presented in this paper and based on 988 respondents evaluating 15 different ads we provided evidence that verify this scale on four different groups of ad motives. In addition we have tested individual ads and their complience with the suggested motives based on the theory and the four separate components (rational component, primary emotions, pro-social emotions and individualistic emotions). The findings confirm that CASC scale is able to detect differences between different motives and is thus an effective tool for measuring advertising effects.http://www.iiass.com/pdf/IIASS-volume6-number2-article6.pdfmediaadvertisingCASC scalerationalemotional |
| spellingShingle | Nevenka Podgornik Andrej Kovacic TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS Innovative Issues and Approaches in Social Sciences media advertising CASC scale rational emotional |
| title | TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS |
| title_full | TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS |
| title_fullStr | TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS |
| title_full_unstemmed | TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS |
| title_short | TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS |
| title_sort | testing casc scale for measuring emotional and rational advertising and media effects |
| topic | media advertising CASC scale rational emotional |
| url | http://www.iiass.com/pdf/IIASS-volume6-number2-article6.pdf |
| work_keys_str_mv | AT nevenkapodgornik testingcascscaleformeasuringemotionalandrationaladvertisingandmediaeffects AT andrejkovacic testingcascscaleformeasuringemotionalandrationaladvertisingandmediaeffects |