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Joe Pitt

Photo of Joe Damrongphiwat
  • Title: Mr
  • Position: PhD Student - Department of Marketing and Management

Contact Details

Student information

  • Load: PhD Student Full Time
  • Principal supervisor:

    Associate Professor Lawrence Ang

  • Associate supervisor:

    Dr Hume Winzar

  • Date of submission: 01/01/2015
  • Thesis title: Multi-modal food story immersion: A persuasion mechanism and theory of photographic depiction of food products in advertising and marketing
  • Abstract:

    This thesis puts forward the multi-modal food story immersion (MFSI) construct and persuasion theory for visual food advertising and marketing. The thesis reviews the literature over 20 years and conducts grounded research with expert practitioners revealing new insights for the development of the MFSI construct. The thesis validates the existence of the construct and uses path analysis to examine the effects of MFSI and individual differences in a traditional advertising persuasion model. This thesis contributes to the literature by introducing a new and empirically verified immersion construct that is grounded in consumer voice, thereby opening up new avenues of research