Author's Keywords: Motivational Activation, Positivity Offset, Negativity Bias, Pop-up	Convention All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p91939_index.html Direct Link: HTML Code:

Lee, Seungjo. and Park, Byungho. "Effects of Motivational Activation on Processing Positive and Negative Content in Pop-Up Advertisements" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p91939_index.html>

Lee, S. and Park, B. , 2006-06-16 "Effects of Motivational Activation on Processing Positive and Negative Content in Pop-Up Advertisements" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p91939_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This study investigated the impact of motivational types on viewing time, memory strength (sensitivity), and decision making (criterion bias) in response to pop-up advertisements with positive and negative content. The motivational types were measured using the Motivational Activation Measurement developed by A. Lang and her colleagues. The MAM indexes the degree of an individual’s tendency to approach pleasant stimuli or to avoid unpleasant situations. Individuals high in positivity offset viewed positive pop-up ads longer than individuals low in positivity offset, demonstrating more exploratory and approaching responses to positive stimuli. Individuals high in negativity bias spent longer time watching negative pop-up ads, which demonstrates allocation of more attentional resources to the ads, compared to those low in negativity bias. In accordance with the previous findings, positivity offset was found to be not a predictor for encoding. To the contrary, individuals high in negativity bias remembered the ads better than those low in negativity bias; these people have a tendency of remember novel events or objects better, since they could force their environment to change. The criterion bias data revealed participants high in positivity offset had more conservative decision criterion, compared to participants low in positivity offset. Individuals high in negativity bias also showed more conservative decision criterion compared to individuals low in negativity bias. The theoretical and practical implications are discussed.

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