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- Publications
- Influence
What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness
- Y. Liu, L. J. Shrum
- Psychology
- 1 December 2002
Abstract Most perceptions of interactivity are that it is an inherently good thing, that it will change marketing and advertising as we know it. However, though there are obvious and intuitive… Expand
Media Consumption and Perceptions of Social Reality: Effects and Underlying Processes
- L. J. Shrum
- Psychology
- 1 February 2002
I opened this chapter in the second edition of Bryant and Zillmann’s Media Effects series with the same quote. I retained it for this updated volume because it still rings true, despite some… Expand
The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior
- J. Mccarty, L. J. Shrum
- Psychology
- 1 April 2001
This study investigates the influence of value orientations measured at the individual level (individualism, collectivism, and locus of control) and of economic status on environmental beliefs and… Expand
The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior
- J. Mccarty, L. J. Shrum
- Business
- 1 May 1994
Abstract Using a structural modeling framework, this study investigated the relationships of personal values, value orientations, and attitudes about recycling with the frequency of recycling… Expand
Psychological Processes Underlying Cultivation Effects Further Tests of Construct Accessibility
- L. J. Shrum
- Psychology
- 1 June 1996
This study tested whether the accessibility of information in memory mediates the cultivation effect (i.e., the effect of television viewing on social perceptions), consistent with the availability… Expand
Processing strategy moderates the cultivation effect
- L. J. Shrum
- Psychology
- 2001
This study tested the hypothesis that processing strategy moderates the effect of television viewing on social perceptions (cultivation effect). One hundred twenty-two male and female students… Expand
Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy
- L. J. Shrum, J. Mccarty, Tina M. Lowrey
- Business
- 1 June 1995
Abstract The authors construct a psychographic profile of the green consumer in terms of variables directly related to purchase behavior, such as price consciousness and general care in shopping,… Expand
A Dual-Process Model of Interactivity Effects
- Y. Liu, L. J. Shrum
- Psychology
- 1 July 2009
Although interactivity is often considered to have a positive influence on persuasion, research on interactivity effects is actually very mixed. This paper argues that under certain circumstances,… Expand
The Role of Television in the Construction of Consumer Reality
- Thomas C. O'Guinn, L. J. Shrum
- Psychology
- 1 March 1997
This article presents the results of a two-study inquiry into a particular type of consumer socialization: the construction of consumer social reality via exposure to television. In study 1,… Expand
Assessing the Social Influence of Television
- L. J. Shrum
- Psychology
- 1 August 1995
Cultivation effects are discussed and assessed within the context of mental processing strategies. Specifically, an information-processing perspective is taken to illustrate how television viewing… Expand