Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Gabriel Cook

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

© 2015 Sung Mo Ku


This research proposal provides literature review regarding context motivation and its influence on advertisement effectiveness. I propose two quasi-experiments using motivation as an independent variable while measuring memory for the advertisement in order to predict advertisement effectiveness. The first experiment solely investigates the role of program motivation on advertisement memory. The secondary experiment proposed an investigation looking into the interaction between program motivation and advertisement motivation. Based on previous literature on advertisements, persuasion, and motivation, I hypothesized that high program motivation may impair memory for the advertisements. For Experiment 2, I hypothesized that both independent variables regarding content and context motivation will interact to show different results than Experiment 1, in which only the context motivation is measured. This paper aims to provide an effective marketing strategy in a relatively new yet potent advertising market in OTV (online television).

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.