Marketing Messaging and Its Effects on People's Perception of Injury in Impact Sports
| dc.contributor.advisor | Nelson, Noelle | |
| dc.contributor.advisor | Cheng, Mai-Lin | |
| dc.contributor.advisor | Henderson, Conor | |
| dc.contributor.author | Faaborg, Madeline | |
| dc.date.accessioned | 2021-07-27T18:45:19Z | |
| dc.date.available | 2021-07-27T18:45:19Z | |
| dc.date.issued | 2021 | |
| dc.description | 30 pages | |
| dc.description.abstract | Marketing messaging can be very influential over attitudes and behaviors and has the power to sway attitudes positively or negatively. It is standard to accept that marketing is a force used to call consumers to action, usually by spending money for a product or service. The impact of marketing can be seen through people’s thoughts and actions throughout all forms of traditional and digital marketing campaigns. However, this thesis aims to explore the extent to which marketing can persuade attitudes and behaviors that do not directly impact purchasing decisions. This thesis will explore various advertisements that either confirm or deviate from popularly held attitudes. Specifically, I test whether showing an advertisement that highlights safety can evoke empathy from fans, even if the sport is stereotypically ‘tough’. Ultimately, this thesis aims to shed light on the power that marketing messaging holds and the importance of using marketing as a tool for change, especially in the sports injury context. | en_US |
| dc.identifier.orcid | 0000-0002-8191-7085 | |
| dc.identifier.uri | https://hdl.handle.net/1794/26511 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | CC BY-NC-ND 4.0 | |
| dc.subject | marketing | en_US |
| dc.subject | sports | en_US |
| dc.subject | injury | en_US |
| dc.subject | advertisements | en_US |
| dc.subject | attitudes | en_US |
| dc.title | Marketing Messaging and Its Effects on People's Perception of Injury in Impact Sports | |
| dc.type | Thesis/Dissertation |