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Effects of TeleAdverts on the Nature and Pattern of Consumers Psychological Functioning

Effects of Tele-Adverts on the Nature and Pattern of Consumers Psychological Functioning

Project / Seminar Material
Reference ID: PS-1748-TM

DEDICATION

This research material titled “Effects of Tele-Adverts on the Nature and Pattern of Consumers Psychological Functioning” is dedicated to God for his enabling grace, and to all computer enthusiasts who contributed to make life a pleasant experience during my research documentation.

ACKNOWLEDGEMENT

I extend my sincere gratitude to all those who contributed to the completion of this project. Special thanks to my Supervisor (Name of your Supervisor), the Head of Department (Name of your HOD), the Lecturers in the department of Psychology, Book Authors and Profound Scholars of existing or related project material on “Effects of Tele-Adverts on the Nature and Pattern of Consumers Psychological Functioning” for their invaluable guidance, support, and expertise throughout the journey.

I am also grateful to your study area (mention any funding organizations, if applicable) for their financial assistance. This research would not have been possible without the encouragement and assistance of some stakeholders (mention any mentors, teachers, or colleagues). Additionally, I would like to acknowledge the understanding and patience of my family and friends during this endeavor. Your unwavering support has been a constant source of motivation. Thank you all for being part of this meaningful endeavor.

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 “associationist 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. Also, visual recognition was higher among adults who are exposed to advertisement than adults who are not exposed to advertisement. Theoretical and practical implications of the finding are discussed in the light of the challenges demanded by globalization, increased competition and the danger of deceptive advertisement on advertising as a whole.


Effects of Tele-Adverts on the Nature and Pattern of Consumers Psychological Functioning

CHAPTER ONE

1.1 Introduction

… As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of technical terms.

CHAPTER TWO

2.0 Literature Review

2.1 Introduction

This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the …

Summary Headlines for Effects of Tele-Adverts on the Nature and Pattern of Consumers Psychological Functioning



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