EFFECTS OF TELEVISION ADVERTS ON THE NATURE AND PATTERN OF CONSUMERS PSYCHOLOGICAL FUNCTIONING

Abstract

This work reports the results of an experiment carried out among consumers of three competing brands of toothpaste in Lagos Metropolis. The study examined the effects of consumers’ gender, age and exposure to advertorials on the nature and patterns of psychological functioning. The study was anchored on the “associations bond concept” which is alternatively called the principle of “connectionism” developed by Thorndike. Data were collected from 40(comprises of 20 males and 20 females) randomly selected unsuspected consumers in an experimental set up. Result reveals significant positive correlation between factual memory, visual cognition, and consumer preference and brand awareness. Also, results of MANOVA conducted shows that exposure to advert had significant effect on factual memory, visual cognition and brand awareness respectively. Similarly, interaction between gender and age and between age and exposure to advertorials were significant on consumer’s visual cognition respectively. Specifically, result indicated that visual cognition was higher among young adult irrespective of their gender when they are exposed to tele-adverts.

 

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgment

Abstract

Table of content

CHAPETR ONE

1.0   INTRODUCTION 

1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study

CHAPETR TWO

2.0   LITERATURE REVIEW

CHAPETR THREE

3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS AND INTERPRETATION

4.1 Introductions

4.2 Data analysis

CHAPTER FIVE

5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation

Appendix

 

 

 

 

 

 

 

 

 

CHAPTER ONE

INTRODUCTION

• Background of the study

Consumer Behaviour in a general sense can be considered to be everything, as every aspect of our lives revolves around the consumption of goods and services. The field of consumer behaviour covers a wide stretch of bases as it focuses on the entire consumption process, involving issues that influence a consumer before, after and during a purchase. Almost all behaviours that people participate in are in one way or another linked to consumption. Whether it be travelling, shopping, or watching television, individuals are directly or indirectly engaging in consumer behaviour. It can be defined as the processes involved when individuals select, purchase and use products or services to fulfil their needs and desires. In order to compress the broad subject into a more specified field, a division of consumer behavior was selected in accordance with an area of interest which is consumer psychology. Consumer psychology deals with the way individuals or groups are involved with consumer activities and the effect it has on them personally. It is quite difficult to comprehend consumer psychology without having an understanding of the ways individual’s process information and make decisions. Extensive research of consumer psychology highlighted the underlying aspects of individuals that make up consumer engagement. This study combines psychological theories and marketing strategies to bring together the main ideas of consumer psychology. The fundamental elements accentuated in the theoretical framework are: Internal influences, which consists of perception, attention and interpretation. These topics cover an imperative role in explaining the dimensions of the perceptual process and the effect of marketing stimulus. Motivation, Personality and Emotions is the second topic that presents a psychological perspective on the motivation process, an insight into differences in consumer personality and the effect of emotions. The final subject provides a thorough outlook on attitudes by examining their formation, functional theories and change strategies involved with the Affective, Behavioural and Cognitive (ABC) model. The aim of my thesis is to outline the core elements of consumer psychology in order to better understand this interdisciplinary subject and attempt to provide an insight into the ways marketers can influence consumer decisions. Advertising is almost everywhere in our daily life. Its forms and roles are both contested and admired. Some see advertising both as the mirror and the maker of culture. Even when advertisements contribute new sounds and the symbols that shape feature, its words and images reflect the present and the past. Others say advertising is purely an economic activity with one purpose i.e., to sell. Many advertisers and agencies believe that advertising creates “magic in the market place” (Russell & Lane, 1996). It is evident from definitions of advertisement that with the change in times there have been changes in the way advertising is perceived. However, in spite of all these changes advertising has always been a very strong institution, which has continued to influence our lives since the beginning of time (Wright, Warner & Winter 1971; Wells, Burnett & Moriarty 1995; Jugneheimer & White, 1980). So advertising is a way of gaining sales effectiveness and of keeping selling expenses low. Advertiser wants to be certain that he, his store, and his product are identified in the advertisement and he is gaining benefit from it, even when he cannot be there to deliver the massage in person. And also because the advertisement must be carried by newspapers or magazines or television or radio or billboards, or by some other mass medium. The advertiser must pay the owner of those media for the space or time he used for the advertisement. (Jugneheimer & White, 1980) Advertisement has changed its form from town criers of medieval time to the internet and electronic advertisement of 20th century (David, 2001). The technique based on “hierarchy of effects” suggests that there are casual relationship between changes in person’s attitude about a product and person’s attitude to buy that product . The models of advertising suggest that to be effective, any piece of persuasive communication must carry its audience through a series of stages, each stage being dependent on the success on previous stage (Wilmshurst, 1985; Lavidge & Steiner, 1961; Leckenby, 1976; Colley, 1961). The theoretical formulations of the advertising, process into four groupings. These four theoretical divisions are the pressure-response theories, the active learning theories; the low-involvement theories; and the dissonance reduction theories (Tellis, 2004; Fine, 1992; Krugman, 1965; as cited in Nazir, 2001 ). Advertising is complex because many different advertisers try to reach many different types of audiences and many types of consumers. That’s why there are many types of advertising too, so that all types of consumers can be addressed. There is not just one kind of advertising; in fact, advertising is a large and varied industry and all types of advertising demand the creative, original messages that are strategically sound and well carry out (Wells et al., 1995). Researchers are agreed on these six fundamental principles on which advertising campaign run: to scure attention; to arose interest; to develop and sustain that interest; to create desire; to incite action and to create good will (Shahid, 1999). After choosing an appropriate strategy and deciding upon the advertising objectives, media selection is the next important consideration. Media is the vehicle that is used for the delivery of the message. Some important tools of advertisement are newspapers, magazines, radio, television, direct mail and mail order, out door display and transportation (Wells, Burnett & Moriarty, 2000). As it become clear from above literature that all the efforts to make an advertisement so effective and persuasive in nature works on a sole motto to met the consumer psyche in a positive manner. Every human community develops a system by which it provides and distributes goods and services. In today’s advanced societies as the development goes on this system becomes very complex because of wide range of available goods. To understand this system fully what is required is the study of a person’s entire lifetime experiences since the consumption of economic goods because it prevails almost every activity in which humans are involved. From this point of view, consumer behavior appears to be subsets of human behavior for the factors, which affect individuals in their daily lives, also influence their purchase activities. Internal influences, such as social class, society, family, reference group, opinion leaders and culture also affects us in our roles as consumer (Loudon & Bitta, 1994; Foxall & Goldsmith, 1994; Ralphs, 1993). Wilkie (1994) defined consumer behavior as “the mental, emotional, and physical activities that people engage in when selecting, purchasing, using, and disposing of products and services so as to satisfy needs and desires”.

• STATEMENT OF THE PROBLEM

Advertisement is the paid form of communication to influence the targeted consumers, in effective and efficient manner, towards specific products and services (Haroon, Queshi, & Nisar, 2010). The advertisements practices in 21st century are fulfilling the purpose of earning more and more profit by exaggerating the product features by using sex appeals and emotional elements which has no linkage with culture or religion. Many companies using women as models in their advertisements wearing such dresses which are not compatible in the society (Lambert & O’Brien, 2009). Such problems witnessed loss of cultural values, religious values and identity in the Muslim countries (Zamin Abbas & Bari, 2011).  It is in line with the above problem that the researcher intends to investigate the effect of television advert on the nature and pattern of consumers psychological functioning.

• OBJECTIVE OF THE STUDY

The main objective of this study is to ascertain the effects of television adverts on the nature and pattern of consumers psychological functioning. In other to effectively complete the study, the researcher intend to achieve the following sub-objectives;

1. To ascertain the effect of television adverts on consumers psychological functioning
2. To evaluate the impact of television advertisement on consumers buying behavior

• To ascertain if there is any relationship between television adverts and consumers psychological functioning

1. To evaluate role of television adverts in molding the pattern of consumers behavior

1.4 RESEARCH HYPOTHESES

To aid the successful completion of the study, the following research hypotheses were formulated by the researcher:

H₀: television adverts has no effect on consumers psychological functioning

H₁: television adverts has effect on consumers psychological functioning

H₀²: there is no significant relationship between television adverts and consumers psychological functioning

H₂: there is a significant relationship between television adverts and consumers psychological functioning

• SIGNIFICANCE OF THE STUDY

It is believed that at the completion of the study, the findings will be of utmost importance to the marketing managers of corporations, as the study seek to investigate the effect of television adverts on the nature and pattern of consumers psychological functioning, the study will also be of great importance to the consumers and the general public as large as the study seek to evaluate how television adverts influences consumers buying behavior, the study will be useful to researchers who intends to embark on a study in a similar topic, as the study will serve as a reference point, finally the study will be useful to the students, teachers, lecturers, academia’s and the general public as the findings will add to the pool of existing literature

• SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers the effect of television adverts on the nature and pattern of consumers psychological functioning, in the cause of the study; there were some factors that limited the scope of the studies,

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
3. c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities

1.7 DEFINITION OF TERMS

 

Television

Television (TV) is a telecommunication medium used for transmitting moving images in monochrome (black and white), or in colour, and in two or three dimensions and sound.

Psychological functioning

Psychological Functioning is the ability to achieve his or her goals within him or herself and the external environment. It includes an individual’s behavior, emotion, social skills, and overall mental health

Advertisement

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.

1.8 ORGANIZATION OF THE STUDY

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

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