Search results for "rhetorical social psychology"

Consumers' attitudes toward mobile advertising : a rhetorical approach

2015

Mobile advertising adoption has not been as rapid as it could have been, even though the techniques for its full exploitation have existed for years. Understanding consumers’ attitudes toward the phenomenon is crucial in order to enhance the situation. The purpose of this research was to examine young consumers’ perceptions about mobile advertising in order to clarify what type of meanings they give to the phenomenon, what kind of argumentation means are found and in which contexts it is evaluated positive or negative. The theoretical framework of this research is based on the principals of rhetorical social psychology (Billig 1987/1996). The data of this study was gathered by using the met…