Esther Thorson

Learn More
This study tests whether the impact of alcohol advertising exposure on intentions to drink and actual consumption is mediated by cognitive responses to advertising messages and positive expectancies about alcohol use. The model was tested using survey data of two important age cohorts, 15 to 20 years (n=608) and 21 to 29 years (n=612). The findings show(More)
This article addresses the question of how people process news photographs and news stories as a function of their scores on 2 scales designed to measure 2 " cogni-tive styles " called visualizing and verbalizing. Although newspaper practitioners believe news photos enhance the newspaper reading process, research has not demonstrated a clearly positive(More)
  • Shrihari Sridhar, Murali K Mantrala, Prasad A Naik, Esther Thorson, Murali, K Mantrala +10 others
  • 2011
Few studies address the marketing budgeting problems of platform firms operating in two-sided markets with cross-market network effects, such that demand from one customer group in the platform influences the demand from the other customer group. Yet such firms (e.g., newspapers whose customers are both subscribers and advertisers) are prevalent in the(More)
  • Murali K Mantrala, Prasad A Naik, Shrihari Sridhar, Esther Thorson, Sam M Walton, Esther Thorson Is Profes
  • 2007
When deciding about changes in levels of multiple marketing investments aimed at improving profits, managers need to know whether they are on the uphill side or the downhill side of the profit function with respect to each investment variable. Spending errors made by an uphill-located firm that believes that it is a downhill-located firm can have serious(More)
This study experimentally examines the effect of smoking cues and disgust images commonly found in anti-tobacco advertisements on tobacco smokers' message processing. In a 2 (smoking cues) × 2 (disgust) within-subjects experiment, smokers watched anti-tobacco advertisements selected to vary in presence/absence of smoking cues and high/low ratings of(More)
  • Jeremy Littau, Clyde H Bentley, Clyde Bentley, Esther Thorson, Doug Raber, Tom Warhover +2 others
  • 2007
The undersigned, appointed by the dean of the Graduate School, have examined the [thesis or dissertation] entitled presented by Jeremy Littau, a candidate for the degree of master of arts, and hereby certify that, in their opinion, it is worthy of acceptance. DEDICATION This work is dedicated to my wife Amy White. It is difficult to imagine life without(More)
  • Murali K Mantrala, Sam M Walton, Cornell Hall, Prasad A Naik, Shrihari Sridhar, Esther Thorson
  • 2006
Companies know the amount of profit they make, but may not know whether they are operating on the uphill side or downhill side of the profit function with respect to each marketing investment variable. We first identify the risks of an uphill-located firm acting as if it were a downhill-located firm. Then, we develop a diagnostic tool to infer a company's(More)
This commentary overviews the look of health news in American print journalism and the research that suggests how health news creates influence at both the individual and policy levels. Crime and violence are argued to be public health issues, but unfortunately they are often not treated as such. There is clearly room for improvement in all areas of health(More)
  • 1