EFFECTS OF TELE-ADVERTS ON THE NATURE AND PATTERN OF CONSUMERS PSYCHOLOGICAL FUNCTIONING   : A Psychological Appraisal of Tele-Advert on Consumer Behaviour

Abstract

 

This article 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.

CHAPTER ONE

Introduction

The present context of business organisation is situated in increasingly complex, uncertain, and dynamic business environments with multiple realities based on various values, priorities, and requirements. As a result, the challenges demanded by globalization, increased competition, far-reaching socio-cultural and technological developments, and acceleration of changes are bringing about new complexities for organizations. Therefore sustenance of existing customers and attracting new ones in recent times has become a critical factor in business. In fact the seeming growth of many advertising industries is instructive of the fact that, complex and uncertain business environment has lead many organizations to device multifaceted approaches to market their products and services through various techniques of advertisements. Moreover, the essence of being in business by any business outfits is to produce for sales and make good profits. Therefore, the hallmarks of remaining in business as a profit oriented organization is to generate enough sales from its product or services not only to cover operating cost but also to sustain the future of the organization. Indeed, for many organizations, sales estimates are the starting point in budgeting or profit planning (Ayanwale, Alimi, & Ayanbimipe, 2005). This is so because it must be determined well ahead of time, in most cases, before the actual production unit could be arrived at while production units will in turn affect material purchases. In Nigeria today, taking decision on sales is the most difficult tasks facing many business executives. It is so because of the devastating effect of declining economic fortune of people and the nation at large.  Predicting, estimating and determining with reasonable accuracy potential customers demands now requires unfathomable strategies, as there are uncontrollable factors external to the organizations. Ayanwale, Alimi, & Ayanbimipe, (2005) cited that considering the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers decision to purchase its products or services. This is why today organizations have developed innovative approaches to brand image development and management, as well as advertising. Now, because we are dealing with rational human being marketers and advertiser have consumer’s personal and psychological factors to contend with. This is because personal factors and psychological factors may create different perception towards different media. For example according to Chang (2007) gender may play an important role in determining the relative effectiveness of comparative and non-comparative advertising appeals. Nowadays, people are moving towards online advertising, mobile advertising or well known as wireless advertising. Mobile marketing provides new revenue streams and opportunities for subsidized access, along with the potential for customers to experience more convenient and relevant content value, sponsored by advertising (Barnes & Scornavacca, 2004). However, in Nigeria tele-adverts remain  the most widely used  strategy to initiate psychological process of moving potential buyers from a state of ignorance to a brand of awareness, reinforcing attention, ensuring reliability of memory and influencing purchase decision, probably because virtually everybody has access to one except in some exceptional cases.

 

Objectives of the study

The purpose of this study is to examine the validity or perhaps the effectiveness of tele-adverts in promoting consumer preference and brand awareness. This study is also designed to achieve the following specific objectives:

• explore the nature and patterns of consumers psychological functioning after an exposure to tele-adverts