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University of Missouri-Columbia


Effective anti-tobacco ads should either scare or disgust viewers, MU study reveals

A new study from the University of Missouri found that anti-tobacco ads focusing on either fear or disgust increase attention and memory in viewers. However, ads combining both elements decrease viewers' attention and memory. The researchers suggest that the combination of fear and disgust can make an ad 'too noxious' for the viewer.

SourceUniversity of Missouri-Columbia·JournalHealth Communication·DateOct 22, 2008

Advergames: Theme of game is secret to success

A new study by University of Missouri researchers found that advergames with a high thematic connection to the brand elicit stronger positive relationships between consumers and the brand. This suggests that advertisers can use themed advergames to develop favorable consumer attitudes towards their brand.

SourceUniversity of Missouri-Columbia·JournalJournal of Interactive Advertising·DateOct 2, 2008

New MU study finds value differences within Republican party and similarities between both parties

A recent University of Missouri study compares the values of Republicans and Democrats, finding that while there are some differences, both parties favor intrinsic values over extrinsic ones. Republican conservatives tend to prioritize financial success, while Democrats place greater emphasis on helping others in need.

SourceUniversity of Missouri-Columbia·JournalJournal of Applied Social Psychology·DateSep 23, 2008

MU researcher studies effectiveness of traditional and blended learning environments

A MU researcher found that while traditional and blended learning environments have few statistical differences in effectiveness, students in hybrid classrooms are more frequently confused about course requirements. The study suggests that motivation and technological ability play a major role in success in blended environments.

SourceUniversity of Missouri-Columbia·JournalJournal of allied health sciences·DateSep 22, 2008

Weight Watchers vs. fitness centers

A University of Missouri study found that Weight Watchers participants lost an average of 5% body weight, but mostly lean tissue. Fitness center members, despite little weight loss, improved health by reducing intraabdominal fat. Group support is crucial for success in both programs.

SourceUniversity of Missouri-Columbia·JournalJournal of exercise physiology·DateJul 2, 2008

'No men allowed' in women's secret world

A University of Missouri professor found that men conducting field research on women are limited to specific subjects due to restrictions on access. The Diola people's culture and rituals, such as their fertility shrine Ehugna, were difficult for male researchers to study due to social norms and expectations.

SourceUniversity of Missouri-Columbia·JournalMen and Masculinities·DateJun 26, 2008