Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting

Prior research has examined the effect of extrinsic cues such as prior reputation and spokesperson gender on journalists’ evaluation of the organisation involved in the crisis. However, no study has examined the role of olfaction in a media conference. Through the theoretical lens of Petty and Cacio...

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Main Authors: Lim, June, Ng, Jolene Christina, Chan, Gerlynn Si Ying, Aw, Cassandra Shu Qin
Other Authors: May Oo Lwin
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/52522
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-525222019-12-10T14:21:24Z Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting Lim, June Ng, Jolene Christina Chan, Gerlynn Si Ying Aw, Cassandra Shu Qin May Oo Lwin Wee Kim Wee School of Communication and Information Augustine Pang DRNTU::Business::Marketing DRNTU::Social sciences::Mass media DRNTU::Business::Public relations DRNTU::Social sciences::Journalism Prior research has examined the effect of extrinsic cues such as prior reputation and spokesperson gender on journalists’ evaluation of the organisation involved in the crisis. However, no study has examined the role of olfaction in a media conference. Through the theoretical lens of Petty and Cacioppo (1986)’s Elaboration Likelihood Model (ELM), our study posits that congruency of gender characteristics between olfactory and visual stimuli during a media conference would influence message reception. The study utilised an experiment based on a 3 X 2 X 2 between-group subjects factorial design. We assessed the journalists’ states and evaluations of organization and spokesperson, as well as their news articles written based on the spokesperson’s message. The results showed that journalists will rely more on reputational cues when faced with an organization with low prior reputation. However, they use olfactory and spokesperson cues to process the organisation’s messages when faced with an organisation with high prior reputation. Lastly, we discuss implications of PR practice and strategy. Bachelor of Communication Studies 2013-05-15T03:49:36Z 2013-05-15T03:49:36Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/52522 en Nanyang Technological University 110 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Business::Marketing
DRNTU::Social sciences::Mass media
DRNTU::Business::Public relations
DRNTU::Social sciences::Journalism
spellingShingle DRNTU::Business::Marketing
DRNTU::Social sciences::Mass media
DRNTU::Business::Public relations
DRNTU::Social sciences::Journalism
Lim, June
Ng, Jolene Christina
Chan, Gerlynn Si Ying
Aw, Cassandra Shu Qin
Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
description Prior research has examined the effect of extrinsic cues such as prior reputation and spokesperson gender on journalists’ evaluation of the organisation involved in the crisis. However, no study has examined the role of olfaction in a media conference. Through the theoretical lens of Petty and Cacioppo (1986)’s Elaboration Likelihood Model (ELM), our study posits that congruency of gender characteristics between olfactory and visual stimuli during a media conference would influence message reception. The study utilised an experiment based on a 3 X 2 X 2 between-group subjects factorial design. We assessed the journalists’ states and evaluations of organization and spokesperson, as well as their news articles written based on the spokesperson’s message. The results showed that journalists will rely more on reputational cues when faced with an organization with low prior reputation. However, they use olfactory and spokesperson cues to process the organisation’s messages when faced with an organisation with high prior reputation. Lastly, we discuss implications of PR practice and strategy.
author2 May Oo Lwin
author_facet May Oo Lwin
Lim, June
Ng, Jolene Christina
Chan, Gerlynn Si Ying
Aw, Cassandra Shu Qin
format Final Year Project
author Lim, June
Ng, Jolene Christina
Chan, Gerlynn Si Ying
Aw, Cassandra Shu Qin
author_sort Lim, June
title Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
title_short Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
title_full Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
title_fullStr Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
title_full_unstemmed Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
title_sort promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting
publishDate 2013
url http://hdl.handle.net/10356/52522
_version_ 1681044490842800128