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1
Calabrese, Sarah K., David A. Kalwicz, John F. Dovidio, et al. "Targeted social marketing of PrEP and the stigmatization of black sexual minority men." PLOS ONE 18, no. 5 (2023): e0285329. http://dx.doi.org/10.1371/journal.pone.0285329.
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Disparities in HIV incidence and PrEP uptake suggest a need to prioritize Black sexual minority men (SMM) in PrEP social marketing initiatives. However, images linking Black SMM to HIV and PrEP may inadvertently reinforce stigma. We examined HIV-negative/status-unknown Black SMM’s responses to targeted PrEP advertisements using mixed methods, including an experiment embedded in a longitudinal online survey (Time 1: n = 96; Time 2 [eight weeks]: n = 73) and four focus groups (n = 18). The full factorial experiment included between-groups and within-subjects comparisons. For between-groups comparisons, each participant was randomly assigned to view one of 12 advertisements, which varied by couple composition (Black SMM couple/Black heterosexual couple/multiple diverse couples/no couples) and campaign (PrEPare for the Possibilities/PlaySure/PrEP4Love). We examined couple composition, campaign, and interaction effects on: advertisement judgments (Time 1), PrEP stigma (Time 1), PrEP motivation (Times 1 and 2), and PrEP behavior (Time 2). For within-subjects comparisons, each participant viewed all 12 advertisements, and we examined couple composition, campaign, and interaction effects on advertisement judgments (Time 2). Focus group participants discussed advertising preferences and responded to the same set of advertisements. For between-groups and within-subjects comparisons, we found significant couple composition effects but no or limited campaign and interaction effects on advertisement judgments. Advertisements featuring Black SMM exclusively were judged as more stigmatizing than advertisements without couples. Advertisements with diverse (vs. no) couples were considered more eye-catching and motivating. There were minimal effects of couple composition and campaign on PrEP stigma, motivation, and behavior. Focus group participants corroborated concerns about the potential for PrEP advertisements to be stigmatizing, suggesting advertisements featuring Black SMM exclusively could be alienating and fuel conspiracy theories. Focus group participants generally favored diverse and less sexualized advertisements, particularly for public spaces. Findings collectively highlight the potential for targeted PrEP advertisements to stigmatize Black SMM and support diverse representation.
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Jones, Melinda. "Linking Dispositions and Social Behavior: Self-Monitoring and Advertising Preferences." Teaching of Psychology 21, no. 3 (1994): 160–61. http://dx.doi.org/10.1177/009862839402100308.
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To help students appreciate the impact of dispositions on social behavior, I demonstrate to them how a particular disposition (self-monitoring propensity) relates to interesting differences in consumer behavior. Specifically, this exercise illustrates that individuals high in self-monitoring tend to be more responsive to advertisements that appeal to the image of a product, whereas those low in self-monitoring tend to be more responsive to advertisements that make claims about the quality of a product. Students in a social psychology course evaluated the demonstration as interesting, informative, and effective.
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A., Aiswarya* &. Dr. R. Sathya Devi**. "A STUDY ON THE SATISFACTION OF CHILDREN TOWARDS ADVERTISEMENTS RELATED TO CONFECTIONERY PRODUCTS." International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) 8, no. 1 (2023): 64–67. https://doi.org/10.5281/zenodo.7906778.
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The confectionery industry heavily relies on advertising to attract children, who are a major target audience for their products. However, the impact of advertising on children's behavior and preferences towards confectionery products is a matter of concern, and there is a need to understand children's satisfaction towards these advertisements. This study aims to analyze the satisfaction of children towards advertisements related to confectionery products, identify the factors that influence their satisfaction, and provide insights into the impact of advertising on children's behavior and preferences towards confectionery products. A sample of 200 children aged between 5 to 12 years old who reside in urban areas will be selected using a random sampling technique. Data will be collected using a structured questionnaire designed to collect information on the children's demographic profile, their exposure to advertisements related to confectionery products, and their satisfaction levels towards these advertisements. The collected data will be analyzed using descriptive statistics such as mean, standard deviation, and frequency distribution. Inferential statistics such as t-tests and ANOVA will be used to identify the factors that influence children's satisfaction levels towards these advertisements. The study will comply with ethical guidelines for research involving human subjects, and the data collected will be kept confidential and used only for research purposes. The results of this study will provide valuable insights into the impact of advertising on children's behavior and preferences towards confectionery products and help in developing effective policies and strategies for regulating the advertising of confectionery products to children.
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Jayanth, L. N. "THE ROLE OF ONLINE REVIEWS IN SHAPING CONSUMERTRUSTAND PURCHASE DECISIONS IN THE SMARTPHONEMARKET." ASET Journal of Management Science 4, no. 2 (2025): 21–29. https://doi.org/10.47059/ajms/v4i2/03.
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Aim: This study examines the influence of social media on mobile phone purchasepreferences among male and female users, comparing their behavior and evaluatingtheimpact of advertisements and direct product experiences. Data was collected frombothprimary and secondary sources, including questionnaires, books, records, and articles. Theprimary data was gathered from Sunguvarchatram, Chennai, Tamil Nadu, with a samplesizeof 130 respondents. Surveys were conducted via Google Forms. Statistical analysis wasperformed using Microsoft Excel and IBM SPSS Version 26, employing One-Way ANOVA, One-Sample T-Test, and Pearson Correlation Analysis. Results and Discussion: The study identified significant differences in purchasing decisionsbased on information sources (F(4, 125) = 3.357, p = 0.012). A positive correlationwasobserved between direct product experience and perceived advertisement authenticity(r =0.255, p = 0.003). Media advertisements had a substantial impact on consumer behavior(mean difference = 2.054, t(129) = 25.288, p < 0.001). Overall, consumer satisfactionwithpurchases was high. Conclusion: The findings indicate that social media significantly influences mobile phonepurchase decisions, with varying effects depending on the source of information. Direct product experiences enhance the perceived authenticity of advertisements. The studyhighlights the crucial role of social media in shaping consumer preferences, as reflectedinhigh purchase satisfaction and the moderate impact of advertisements.
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Moreno, Donn Enrique, Rocky Angelo Gabatin, Mical Angela Agleron, Christian Gavasan, Emmanuel Hiro Santos, and Shan Rowell Tiongson. "Penetrating through Distractions: Analyzing the Function of Storytelling Advertisements in Attracting the Focus of Gen Z Customers." Journal of Business and Management Studies 5, no. 3 (2023): 08–24. http://dx.doi.org/10.32996/jbms.2023.5.3.2.
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Advertising is a crucial tool for businesses to reach out to their consumers. However, with constantly evolving consumer attitudes, preferences, and behavior, it is challenging to determine the most effective advertising approach. Therefore, marketers need to understand consumers at a deeper level to create effective advertising materials. The objective of this research is to identify the correlation between Gen Z's attention span, content preference, and financial behavior with purchase intention, along with the impact of demographic attributes such as age, household income, and educational attainment as moderating variables on this relationship. The study collected data from 204 Gen Z respondents using purposive sampling. A quantitative, descriptive correlation design was used, and non-parametric tests were conducted to determine the correlation between the independent and dependent variables. The results indicated that attention span and content preference had a moderate positive effect on purchase intention, while financial behavior had a negligible positive effect, and all were significantly correlated. A regression analysis was also conducted to determine the moderating effects of demographic attributes. The results revealed that all demographic variables moderates attention span and content preference with purchase intention, while financial behavior did not. The study suggests that despite being categorized with similar consumer behaviors, a deeper analysis of Gen Z's financial behavior is necessary to create a better understanding of the generation. Overall, the findings provide valuable insights for marketers to create more effective advertising strategies that cater to Gen Z's unique characteristics and preferences.
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Showkat Hussain Gani. "Influence of advertisement on consumers’ buying behavior: A case study of FMCG products." World Journal of Advanced Research and Reviews 22, no. 2 (2024): 763–77. http://dx.doi.org/10.30574/wjarr.2024.22.2.1431.
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The primary objective of the current study is to examine how advertising impacts the consumer behavior of University students (N = 200). This study aims to delve into the influence of advertising on attitudes related to purchasing behavior. A questionnaire was developed to assess the effect of advertising, and the sample data were gathered from college/University students aged between 20 and 30. Specifically, eight fast-moving consumer goods (FMCG) brands, namely Lux, Pears, Dettol, Dove, Head & Shoulders, L'Oreal Paris, Dove and Tresemme, were considered in the analysis. The data collection process involved evaluating the correlations between these brands and their respective advertisements. The analysis encompassed the utilization of mean, standard deviation, frequency, and percentage, which were then presented in tabular form. The findings unveiled that advertisements play a pivotal role in steering preferences and choices, significantly influencing consumer buying behavior. The model employed in this study appeared to have a more pronounced impact on consumers compared to conventional modes of advertising. Additionally, the results indicated that consumers perceive advertisements as a credible source of information in contrast to other opinions, such as those from friends, neighbors, or reference groups. The study demonstrated that advertisements wield a substantial influence across diverse income groups, regardless of the economic bracket. Interestingly, the study found that the costliness of products and the frequency of advertisement repetition did not significantly alter consumer buying behavior. Among the brands considered, DOVE emerged as the most preferred, followed by PEARS. Notably, more consumers were affected by Dove and Tresemme's advertisement than by Head & Shoulders. Due to Head & Shoulder’s competitive pricing, users favor it over other shampoo brands. The flash of advertising on the big screen drew attention to it and had an impact on consumers.
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Showkat, Hussain Gani. "Influence of advertisement on consumers' buying behavior: A case study of FMCG products." World Journal of Advanced Research and Reviews 22, no. 2 (2024): 763–77. https://doi.org/10.5281/zenodo.14603660.
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The primary objective of the current study is to examine how advertising impacts the consumer behavior of University students (N = 200). This study aims to delve into the influence of advertising on attitudes related to purchasing behavior. A questionnaire was developed to assess the effect of advertising, and the sample data were gathered from college/University students aged between 20 and 30. Specifically, eight fast-moving consumer goods (FMCG) brands, namely Lux, Pears, Dettol, Dove, Head & Shoulders, L'Oreal Paris, Dove and Tresemme, were considered in the analysis. The data collection process involved evaluating the correlations between these brands and their respective advertisements. The analysis encompassed the utilization of mean, standard deviation, frequency, and percentage, which were then presented in tabular form. The findings unveiled that advertisements play a pivotal role in steering preferences and choices, significantly influencing consumer buying behavior. The model employed in this study appeared to have a more pronounced impact on consumers compared to conventional modes of advertising. Additionally, the results indicated that consumers perceive advertisements as a credible source of information in contrast to other opinions, such as those from friends, neighbors, or reference groups. The study demonstrated that advertisements wield a substantial influence across diverse income groups, regardless of the economic bracket. Interestingly, the study found that the costliness of products and the frequency of advertisement repetition did not significantly alter consumer buying behavior. Among the brands considered, DOVE emerged as the most preferred, followed by PEARS. Notably, more consumers were affected by Dove and Tresemme's advertisement than by Head & Shoulders. Due to Head & Shoulder’s competitive pricing, users favor it over other shampoo brands. The flash of advertising on the big screen drew attention to it and had an impact on consumers.
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Ashu, Ms. "The Role of Advertising as a Catalyst in Boosting Sales and Market Penetration of Durable Goods: A case Study in Karnal District”." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45172.
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Advertising plays a crucial role in shaping consumer behavior and expanding market reach, especially in the context of durable goods. In today's competitive market, producers heavily invest in advertising as it serves as a powerful tool for promoting products, services, and ideas. This study aims to examine the impact of advertising on boosting sales and market penetration of durable goods in Karnal district, Haryana. The primary objective of this research is to analyze how advertisements influence consumer purchasing decisions and brand preferences. Primary data was collected, systematically coded, classified, and analyzed to draw meaningful conclusions. The study reveals that a significant number of respondents were influenced by advertisements when purchasing durable goods, with television being recognized as the most influential medium. The findings of this study are expected to provide useful insights for marketers to develop effective advertising strategies to enhance sales and market reach of durable goods in the region. Keywords: Advertisement, Durable Goods, Consumer Behavior, Market Penetration, Sales Promotion, Marketing
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Zeng, Ian Mei, and João Alexandre Lobo Marques. "Neuromarketing: Evaluating Consumer Emotions and Preferences to Improve Business Marketing Management." European Conference on Management Leadership and Governance 19, no. 1 (2023): 436–44. http://dx.doi.org/10.34190/ecmlg.19.1.1876.
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The invention of neuroscience has benefited medical practitioners and businesses in improving their management and leadership. Neuromarketing, a field that combines neuroscience and marketing, helps businesses understand consumer behaviour and how they respond to advertising stimuli. This study aims to investigate the consumer purchase intention and preferences to improve the marketing management of the brand, based on neuroscientific tools such as emotional arousal using Galvanic Skin Response (GSR) sensors, eye-tracking, and emotion analysis through facial expressions classification. The stimuli for the experiment are two advertisement videos from the Macau tea brand “Guanding Teahouse” followed by a survey. The experiment was conducted on 40 participants. 76.2% of participants that chose the same product in the first survey responded with the same choice of products in the second survey. The GSR peaks in video ad 1 measured a total of 60. On the other hand, video ad 2 counted a total of 55 GSR peaks. The emotions in ad1 and ad2 have similar responses, with an attention percentage of 76%. The results showed that ad1 has a higher engagement time of 11.1% and ad2 has 9.6%, but only 19 of the respondent’s conducted engagement in video ad1, and 31 showed engagement in video ad2. The results demonstrated that although ad 1 has higher engagement rates, the respondents are more attracted to video ad 2. Therefore, ad2 has better marketing power than ad 1. Overall, this study bridges the gap of no previous research on measuring tea brand advertisements with the neuroscientific method. The results provide valuable insights for marketers to develop better advertisements and marketing campaigns and understand consumer preferences by personalising and targeting advertisements based on consumers' emotional responses and behaviour of consumers' purchase intentions. Future research could explore advertisements targeting different demographics.
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Peter, Broeder. "Cross-cultural context endorsement in visual e-commerce: A study of Dutch and Indian female consumers." Journal of the Academy of Business and Emerging Markets 1, no. 2 (2021): 35–50. https://doi.org/10.5281/zenodo.5039932.
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This study aims to investigate context in advertisements, with a focus on cultural preferences of online consumers. For this, Hall’s context model is used that differentiates between high/low context messages and cultures. In this investigation, context adaptation is created through different types of celebrity-product match endorsements. In an experimental survey, Dutch and Indian female consumers judged two versions of an Instagram advertisement in which a celebrity (Mila Kunis) endorses Nike sports shoes. The static display context version of the advertisement co-presented the celebrity. In the dynamic display context version of the advertisement, she was shown to be actively wearing/running in the sports shoes. The data suggest culturally specific contextual preferences that influence the attitudes and purchase intentions of the two cultural groups. For the Dutch consumers, the product match, the celebrity credibility and the purchase intentions were different because of the static-context advertisement when compared with the dynamic display context advertisement. However, this was not observed in case of the Indian consumers.
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Chaudhary, Huma Kumari. "The Influence of Social Media Platforms and Advertisements on Consumer Purchasing Behavior: A Study of Demographic Variations in Nepalese Youth." NPRC Journal of Multidisciplinary Research 1, no. 7 (2024): 96–105. https://doi.org/10.3126/nprcjmr.v1i7.72469.
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Background: The growing influence of social media platforms on consumer behavior, particularly in developing countries like Nepal, has been a subject of increasing interest. As social media usage rises, the impact of advertisements on purchasing decisions becomes a critical area of exploration, especially among the youth. This study seeks to understand how demographic factors, including age and gender, affect social media usage patterns and the influence of advertisements on purchasing behaviors. Objective: The primary objective of this research is to examine the relationship between social media usage and consumer purchasing decisions, with a focus on the demographic characteristics of age and gender among Nepalese youth. Methods: A cross-sectional survey was conducted with 123 respondents from different age groups, ranging from 16 to above 35 years. Descriptive data analysis was employed to assess demographic distributions and social media usage patterns, while a Chi-Square test was used to analyze the influence of gender on purchasing behavior due to social media advertisements. Respondents were asked about their preferred social media platforms, purchasing behaviors, and their views on the influence of social media advertisements. Findings: The results revealed that Instagram is the most popular social media platform across all age groups, with a notable gender difference in platform preferences. Social media advertisements were found to influence purchasing behavior, with a majority of respondents either agreeing or being uncertain about their impact. The Chi-Square test showed no significant relationship between gender and the influence of social media advertisements on purchasing decisions. The majority of participants, particularly those aged 16-25, indicated that they were influenced by social media ads in their purchasing choices. Conclusion: This study highlights the substantial impact of social media advertisements on the purchasing decisions of Nepalese youth, particularly among those aged 16-25. Gender did not appear to significantly influence the effectiveness of these advertisements. The findings suggest that social media platforms, especially Instagram and Facebook, play a crucial role in shaping consumer behavior, and advertisers should focus on these platforms to target younger audiences. Novelty: This study provides valuable insights into the specific impact of social media advertisements on consumer behavior in Nepal, a developing market, and explores the role of demographic factors in shaping these behaviors.
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Macru, Kadho. "Customer Preferences and Advertising Trends: A Symbiotic Connection." OTS Canadian Journal 4, no. 1 (2025): 35–41. https://doi.org/10.58840/bfjb9b30.
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In today's highly competitive business environment, advertising and continuous promotion strategies are extensively used to attract customers and influence their purchasing decisions. The primary goal of this research was to investigate the relationship between different types of advertisements and consumer purchase decisions in retail outlets across Almaty. The study aimed to understand how various advertising channels impact consumer behavior, helping retailers refine their marketing strategies. To gather data, the researchers employed a quantitative approach, collecting responses from randomly selected customers through questionnaires. A total of 268 participants contributed to the study. The data analysis revealed interesting insights into the effectiveness of different advertising methods. Notably, internet advertising showed the strongest correlation with consumer purchasing decisions in Almaty's retail stores. This suggests that online advertisements, which are often more targeted and interactive, have a significant influence on how consumers make their buying choices. In conclusion, the research highlights the growing significance of internet advertising in shaping consumer purchasing behavior. Retailers in Almaty and beyond should focus on enhancing their online presence and leveraging digital tools to engage customers effectively. By doing so, they can adapt to the changing market dynamics and ensure sustained success in an increasingly digital marketplace.
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Salamah, Najah Hassan. "Factors Affecting the Preference, Choice, and Selection of Saudi Women Towards Jewelry." International Journal of Marketing Studies 14, no. 2 (2022): 135. http://dx.doi.org/10.5539/ijms.v14n2p135.
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The study aimed to identify the factors affecting the preference, choice, and selection of jewelry among Saudi women. The study employed a descriptive research design to examine consumers&rsquo; preferences, choices, and attitudes toward buying jewelry products. For the study purpose, 500 consumers were randomly selected from different regions of Saudi Arabia. The data were collected using a structured questionnaire based on; consumer preferences, recommendations of family and friends, information sources, and other factors related to the attitude of consumers toward buying jewelry. The analysis revealed some significant factors that affect the buying behavior of women towards jewelry, such as convenient shopping, individual perspectives, product dimension, quality assurance, financial dimension, and promotional dimension. The study concluded that variety, brand name, social status, word-of-mouth publicity, price, and advertisements significantly affect the purchasing behavior of consumers.
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David Opeyemi Adebayo, Gideon Kwame Asumadu-Boateng, Chijioke Onuchukwu, and Nweze Gift Ifeyinwa. "The impact of online advertisements on the purchasing habits of Nigerian University Students: A Case Study of Adekunle Ajasin University Akungba Akoko, Ondo State." World Journal of Advanced Research and Reviews 23, no. 1 (2024): 563–88. http://dx.doi.org/10.30574/wjarr.2024.23.1.1998.
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This study investigates the impact of online advertisements on the purchasing habits of students at Adekunle Ajasin University Akungba Akoko (AAUA) in Ondo State, Nigeria. In the digital age, online advertising has become a pivotal tool for marketers, significantly influencing consumer behavior, especially among university students who are avid internet users. This research aims to understand the extent to which online advertisements affect students' purchasing decisions, preferences, and overall consumer behavior. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews to gather comprehensive data from AAUA students. The findings reveal that a substantial proportion of students frequently encounter online advertisements, with social media platforms and search engines being the most common channels. The study highlights that online advertisements significantly influence students' awareness, interest, and desire for products and services, ultimately affecting their purchasing decisions. Factors such as the credibility, relevance, and creativity of advertisements play crucial roles in shaping students' perceptions and behaviors. Moreover, the study identifies the prevalence of impulse buying triggered by attractive online ads among the student population. The research underscores the importance for marketers to craft targeted and engaging online advertising strategies to effectively capture the attention and influence the purchasing habits of this demographic. The implications of these findings suggest that online advertising is a powerful tool for shaping consumer behavior among university students, providing valuable insights for businesses aiming to tap into this market segment. This study contributes to the growing body of literature on digital marketing and consumer behavior in the context of Nigerian universities.
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David, Opeyemi Adebayo, Kwame Asumadu-Boateng Gideon, Onuchukwu Chijioke, and Gift Ifeyinwa Nweze. "The impact of online advertisements on the purchasing habits of Nigerian University Students: A Case Study of Adekunle Ajasin University Akungba Akoko, Ondo State." World Journal of Advanced Research and Reviews 23, no. 1 (2024): 563–88. https://doi.org/10.5281/zenodo.14784325.
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This study investigates the impact of online advertisements on the purchasing habits of students at Adekunle Ajasin University Akungba Akoko (AAUA) in Ondo State, Nigeria. In the digital age, online advertising has become a pivotal tool for marketers, significantly influencing consumer behavior, especially among university students who are avid internet users. This research aims to understand the extent to which online advertisements affect students' purchasing decisions, preferences, and overall consumer behavior. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews to gather comprehensive data from AAUA students. The findings reveal that a substantial proportion of students frequently encounter online advertisements, with social media platforms and search engines being the most common channels. The study highlights that online advertisements significantly influence students' awareness, interest, and desire for products and services, ultimately affecting their purchasing decisions. Factors such as the credibility, relevance, and creativity of advertisements play crucial roles in shaping students' perceptions and behaviors. Moreover, the study identifies the prevalence of impulse buying triggered by attractive online ads among the student population. The research underscores the importance for marketers to craft targeted and engaging online advertising strategies to effectively capture the attention and influence the purchasing habits of this demographic. The implications of these findings suggest that online advertising is a powerful tool for shaping consumer behavior among university students, providing valuable insights for businesses aiming to tap into this market segment. This study contributes to the growing body of literature on digital marketing and consumer behavior in the context of Nigerian universities.
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Hu, Hengjia. "Factors Influence Peoples Viewpoints and Preferences towards Advertisements in TV Series." Communications in Humanities Research 10, no. 1 (2023): 141–50. http://dx.doi.org/10.54254/2753-7064/10/20231287.
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Nowadays, with the rapid growth of online video, advertising is also increasingly available on these softwares and people inevitably see a variety of ads while watching videos. In this paper, the author uses a questionnaire, cross-over analysis and documentary analysis to focus on the viewpoints and behavior of consumers around her on video advertising. The author obtains 74 effective results. After analyzing, the author comes to the following conclusions. Firstly, consumers who are economically independent have more purchasing power. Secondly, advertisements that are planted as properties have the best impact and are the most effective way in planted advertisements. Finally, the majority of participants have a negative attitude towards video advertising. This situation has little to do with gender, but is more closely related to age. With these conclusions, the author strongly advises the advertising companies to change some of their current placements of advertisements. They should make changes to reduce the duration and repetition rates of ads and increase the relevance to the content of TV series. The author also hopes to see a better future of the advertising industry.
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Chia-Jo Chu, I.-Ping Chiang, Kuen-Hung Tsai, and Yi-Hsin Tung. "Exploring the Effects of Personalized Advertising on Social Network Sites." Journal of Social Media Marketing 1, no. 2 (2023): 38–54. http://dx.doi.org/10.33422/jsmm.v1i2.1051.
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With the advancement of social media and information technology, the number of people using social commerce has highly increased in recent years. Through the AI models, sellers can promote personalized advertisements base on consumers’ browser history or behavior preferences. This study will investigate how advertising perceptions will influence advertisement effectiveness. We used online survey to collect 1215 participants from Facebook. The relationship between advertising perception, consumer engagement, and purchase intention will be verified through partial least square (PLS). The finding shows that when consumer perceive interactivity and intimacy, will increase consumer engagement. Furthermore, consumer engagement can influence purchase intention. The result is not only verified that perception of relevance, intimacy, and likeability can increase perceived personalization advertising, also verify that relevance and likeability can increase consumer engagement or purchase intention through increasing perceived personalization advertising. These results confirmed that personalized advertisement can enhance advertising effectiveness.
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Aldayel, Mashael, Mourad Ykhlef, and Abeer Al-Nafjan. "Deep Learning for EEG-Based Preference Classification in Neuromarketing." Applied Sciences 10, no. 4 (2020): 1525. http://dx.doi.org/10.3390/app10041525.
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The traditional marketing methodologies (e.g., television commercials and newspaper advertisements) may be unsuccessful at selling products because they do not robustly stimulate the consumers to purchase a particular product. Such conventional marketing methods attempt to determine the attitude of the consumers toward a product, which may not represent the real behavior at the point of purchase. It is likely that the marketers misunderstand the consumer behavior because the predicted attitude does not always reflect the real purchasing behaviors of the consumers. This research study was aimed at bridging the gap between traditional market research, which relies on explicit consumer responses, and neuromarketing research, which reflects the implicit consumer responses. The EEG-based preference recognition in neuromarketing was extensively reviewed. Another gap in neuromarketing research is the lack of extensive data-mining approaches for the prediction and classification of the consumer preferences. Therefore, in this work, a deep-learning approach is adopted to detect the consumer preferences by using EEG signals from the DEAP dataset by considering the power spectral density and valence features. The results demonstrated that, although the proposed deep-learning exhibits a higher accuracy, recall, and precision compared with the k-nearest neighbor and support vector machine algorithms, random forest reaches similar results to deep learning on the same dataset.
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Miranti, Dewi Yudho, Rewindinar, and Pieter Andrian. "Social Media Preferences and Usage Behaviour among Indonesians Insights and Implications for Business Strategies." South Asian Journal of Social Studies and Economics 21, no. 11 (2024): 25–36. http://dx.doi.org/10.9734/sajsse/2024/v21i11898.
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This study explores social media preferences and behaviors among Indonesian users aged 18 to 64, surveyed between August and September 2024. Utilizing a sample of 156 respondents, the research aims to uncover patterns in platform usage, content preferences, and receptivity to advertisements. The results reveal that Instagram is the most used and preferred social media platform among respondents, positioning it as a crucial channel for businesses targeting the Indonesian market. These findings offer valuable insights into the social media habits of Indonesian users, providing practical implications for businesses looking to optimize their digital marketing strategies. By identifying key trends in platform popularity, user behavior, and engagement with specific types of content, businesses can better tailor their digital outreach and advertising efforts. The study also highlights that users are most engaged during particular times of the day and show a strong preference for content related to entertainment, education, and career development. These insights allow businesses to strategically target users with personalized content that aligns with their interests and maximizes engagement. Furthermore, the importance of understanding consumer preferences in shaping effective advertising campaigns is emphasized, particularly in the rapidly evolving digital landscape of Indonesia. This study shows the dominance of Instagram platform among social users.
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Diamond, William D. "Consumer perceptions and intentions toward smoking cessation tools." Journal of Consumer Marketing 33, no. 5 (2016): 324–31. http://dx.doi.org/10.1108/jcm-06-2015-1452.
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Purpose This paper aims to examine preferences for different smoking cessation tools, investigates smokers’ perceptions of these tools by examining their brand personalities and determines whether these perceptions predict intentions to use particular cessation tools. Design/methodology/approach Two surveys of smokers evaluated cessation tools from electronic cigarettes to hypnosis. Findings Smokers showed a strong preference for electronic cigarettes over other cessation tools. Different aspects of brand personality predicted intention to use different cessation tools. Research limitations/implications The research used online surveys rather than real purchasing behavior. The results indicate that advertisements emphasizing the personality attributes of different cessation tools could be effective in encouraging the use of appropriate cessation tools. Social implications If research validates e-cigarettes as a valuable cigarette smoking cessation tool, then public service advertisements encouraging their use should emphasize their sincerity and excitement. If e-cigarettes have a net negative effect on public health, public service advertising should stress that the marketing of e-cigarettes is not sincere. Originality/value This research extends the idea of brand personality, showing how it can encourage behavior that promotes public health goals.
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Riswanto, Aura Lydia, Sujin Ha, Sangho Lee, and Mahnwoo Kwon. "Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention." Journal of Theoretical and Applied Electronic Commerce Research 19, no. 4 (2024): 3102–22. http://dx.doi.org/10.3390/jtaer19040150.
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This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.
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Gowda Madahalli Krishnegowda, Venugopal, and Ngawang Tsepak. "Effectiveness of online advertisement on the behavior of stripling in purchasing the lifestyle products: A comparative study of urban and rural college students." Communications in Humanities and Social Sciences 3, no. 2 (2023): 55–62. http://dx.doi.org/10.21924/chss.3.2.2023.45.
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The 21st century has shown remarkable changes in the Indian marketing landscape due to internet adoption and technological advancements. The young generation's embrace of online activities has transformed the consumer behavior. With 840 million internet users, including 448 million active users on social media, online advertising has become a powerful tool to attract attention and drive product purchases. Simultaneously, E-commerce platforms have revolutionized access to goods and services. In this view, this study focuses on understanding the impacts of online advertisements on the purchasing behavior of the young generation, specifically in terms of lifestyle products. Researchers explored how online advertisement has influenced decision-making processes and uncovered the motives driving internet usage among young adults. Additionally, the study assessed the perceptions of trustworthiness between online and offline products. 200 respondents from rural and urban colleges were analyzed to identify the key factors determining the purchasing decisions among young adults. Price, discounts, perceived needs, and timeliness are some of the factors explored. The findings revealed the impacts of online advertisements on product purchases among college students in both rural and urban settings. Insights into young adults' motivations and preferences are invaluable for businesses to effectively engage with this dynamic consumer base. Armed with these findings, businesses can develop targeted marketing strategies that resonate with the evolving digital landscape, ensuring success in India's digitally-driven market.
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M.M, Dr Rudrakumar. "Impact of Soft Drinks Advertisement on Consumers’ Buying Behaviour in Karnataka: A Conceptual Framework." International Journal of Humanities and Social Science Invention 13, no. 8 (2024): 57–58. http://dx.doi.org/10.35629/7722-13085758.
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This research investigates the influence of soft drink advertisements on consumer buying behaviour in Karnataka, India. Utilizing a conceptual framework, the study aims to elucidate the mechanisms through which advertisements affect consumer preferences and decisions in the local soft drink market. By synthesizing existing literature and incorporating local insights, this article seeks to contribute both academically and practically to the field of marketing within the region.
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Li, Kexing. "Ad Power: A Double-edged Sword that Affects Consumer Behavior." Highlights in Business, Economics and Management 43 (December 5, 2024): 613–19. https://doi.org/10.54097/09amtn12.
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This paper delves into the impact of advertisements on consumer behavior, with a particular focus on daily necessities. Advertising has become a powerful force in shaping purchasing decisions, influencing how consumers perceive and select products. Brand image, along with trends driven by social media, increasingly determines consumer preferences, leading to a shift in purchasing patterns where consumers are more likely to choose brands with a prominent online presence. The ability of advertisements to create demand and influence behavior is evident, but this power also raises significant ethical concerns. Manipulative advertising tactics, the spread of misleading information, and the over-commercialization of essential products pose challenges to consumer trust and well-being. Furthermore, the paper explores the limitations of the advertising industry, examining its broader implications on consumer health, the transparency of marketing practices, and the sustainability of promoting essential goods in a profit-driven marketplace. Ultimately, this study seeks to highlight both the influence and the potential consequences of advertising on modern consumer behavior.
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Long, Yujia. "Advertising Appeal and Emotional Awakening: The Influence of Rational and Emotional Beauty Advertisements on Consumer Purchase Intention." International Journal of Social Sciences and Public Administration 2, no. 3 (2024): 301–8. http://dx.doi.org/10.62051/ijsspa.v2n3.42.
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In recent years, the advertising industry in China has experienced rapid development and is regarded as an important tool for driving economic growth and brand shaping. The rise of short video platforms has brought new opportunities to the advertising industry. With the increasing importance of consumer attitudes and preferences towards brands in purchase decisions, advertising formats are constantly evolving, with short video advertisements becoming one of the mainstream formats. This paper aims to explore the impact of different advertising appeals on consumer behavior, with a focus on beauty and skincare product advertisements. Through experimental methods and in-depth understanding of consumer responses to emotional resonance in advertisements, this research aims to provide new creative insights for advertising creators, help businesses with market segmentation, and develop marketing strategies that better align with consumer emotional needs, in order to enhance brand image and development strategies.
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Pathak, Mihir. "Role of Social Media Advertisements in Shaping Purchase Intentions among Young Consumers." Journal of Sales, Service and Marketing Research 6, no. 1 (2025): 22–29. https://doi.org/10.46610/jssmr.2025.v06i01.003.
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This study explores the role of social media advertisements in shaping the purchase intentions of young consumers in Mehsana, Gujarat. The research examines attitudes toward social media advertisements, demographic influences, and the relationship between social media usage and consumer behaviour. Data was collected from 113 participants aged 18 35 through structured surveys, utilizing standardized scales to measure dimensions such as awareness, knowledge, credibility, privacy concerns, and preferences. The study found that Instagram, YouTube, and WhatsApp were the most used platforms, with 77% respondents spending 30 minutes to 3 hours daily on social media. Key reasons for use included entertainment, brand information, and staying connected. Significant differences in attitudes were found based on social media usage duration for dimensions like awareness, knowledge, liking, intention to purchase, and purchase behavior. Only awareness differed by income, and gender differences were found in privacy concerns and liking. Brand followers showed higher levels of awareness, knowledge, and purchase intention.
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Monika, Jindal, and Lalit Singla Dr. "An analysis to determine the impact of deceptive advertisements on the consumer purchase behavior." RESEARCH REVIEW International Journal of Multidisciplinary 03, no. 07 (2018): 499–502. https://doi.org/10.5281/zenodo.1326649.
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Consumer behavior is a very complex process as there is presence of different determinants of human behavior. Consumer behavior is the study of different processes which takes place between individuals or groups while selecting, purchasing, using or disposing of the product in order to satisfy their needs. The objective of the study is to find out factors involved in consumer purchase behavior regarding deceptive advertisements and to evaluate the effect of deceptive advertisements on the consumer purchase behavior..For achieving this objective 305 respondents each from rural and urban areas were interviewed for the study. The data were collected on a specially structured pre-tested questionnaire from the respondents through personal interview method. The data were analyzed by using chi-square test, t-test. The study shows that There were 5 factors derived out of consumer purchase behavior. These were Preference to product attributes, Inducement by advertisements, Advertisements misleading, Stick to the brand already using and Decision after comparing different source.
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Khanam, Ummay Salma. "Influence of Advertisements on Consumer Behavior." Business Perspective Review 4, no. 2 (2023): 46–57. http://dx.doi.org/10.38157/bpr.v4i2.531.
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Purpose: This research investigates the effect of advertisements in broadcast media (TV, radio), print media (newspaper, magazine), and online (internet) media on consumers' awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase (PPUR) behavior. Method: A quantitative research approach based on primary data was applied in this study. This study conducted surveys using a structured questionnaire in both electronic and paper formats among the graduate and post-graduate students located in Chattogram, Bangladesh. 404 usable responses were used for data analysis using Kruskal-Wallis (K-W) test. Results: The study reveals that advertising in broadcast, print, and online media has a statistically significant effect on customers' awareness (AWR), interest(INT), conviction(CON), and buying behavior(PUR). Implications: The research provides insights to marketers regarding the preference toward media selection and promotional efforts.
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Renu and Bhushan Garg Bharat. "Effect of TV Advertisement on Children Health." International Journal of Innovative Science and Research Technology (IJISRT) 10, no. 1 (2025): 990–93. https://doi.org/10.5281/zenodo.14744551.
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The research provides an in-depth analysis of the way tv advertisements influence both children's behavior and family dynamics. It highlights that children are highly susceptible to the allure of advertisements, particularly those promoting toys, fast foods, and other consumer goods, which often shape their consumption preferences. Advertisements create an environment in which children’s view these products as essential, often leading to increased desires for material items. This exposure not only alters their instant picks however also fosters a term brand loyalty from an early age. Children, fascinated about the colorful and entertaining nature of TV ads, are normally less aware of the potential fitness implications of products advertised, especially unhealthy snacks and excessive-calorie foods. Their awareness is predominantly on a laugh and tasty elements of the advertisements rather than their content. On the opposite hand, mother and father are extra critical of the have an effect on of advertisements, with many expressing concerns approximately the poor effect on their children's health and life-style picks. They observe that classified ads result in bad eating habits, contributing to rising obesity stages and other health issues amongst children. Moreover, mother and father well known the sizeable role commercials play in shaping family purchasing selections.
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Kenrick, Douglas T., and Richard C. Keefe. "Age preferences in mates reflect sex differences in human reproductive strategies." Behavioral and Brain Sciences 15, no. 1 (1992): 75–91. http://dx.doi.org/10.1017/s0140525x00067595.
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AbstractThe finding that women are attracted to men older than themselves whereas men are attracted to relatively younger women has been explained by social psychologists in terms of economic exchange rooted in traditional sex-role norms. An alternative evolutionary model suggests that males and females follow different reproductive strategies, and predicts a more complex relationship between gender and age preferences. In particular, males' preferences for relatively younger females should be minimal during early mating years, but should become more pronounced as the male gets older. Young females are expected to prefer somewhat older males during their early years and to change less as they age. We briefly review relevant theory and present results of six studies testing this prediction. Study 1 finds support for this gender-differentiated prediction in age preferences expressed in personal advertisements. Study 2 supports the prediction with marriage statistics from two U.S. cities. Study 3 examines the cross-generational robustness of the phenomenon, and finds the same pattern in marriage statistics from 1923. Study 4 replicates Study 1 using matrimonial advertisements from two European countries, and from India. Study 5 finds a consistent pattern in marriages recorded from 1913 through 1939 on a small island in the Philippines. Study 6 reveals the same pattern in singles advertisements placed by financially successful American women and men. We consider the limitations of previous normative and evolutionary explanations of age preferences and discuss the advantages of expanding previous models to include the life history perspective.
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Zhao, Zitong. "The Impact of Marketing Methods on Consumer Behavior in the Era of New Media." Advances in Economics, Management and Political Sciences 109, no. 1 (2024): 175–80. http://dx.doi.org/10.54254/2754-1169/109/2024bj0134.
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With the development of the new media era, marketing methods have undergone tremendous changes, therefore, consumers have a wider range of ways to obtain information. Previously, information could only be obtained from TV advertisements, newspapers, and magazines. Today, using social media and the Internet to transmit information is more rapid and convenient, which has a profound impact on consumers' cognition and behavior. Therefore, studying the impact of marketing methods on consumer behavior in the era of new media is of great significance and has profound practical value. The theme of this study is to explore how various marketing methods have an impact on consumer purchasing decisions, processes, and behaviors in the era of new media, and to find the connection between new media marketing and consumer behavior. This study adopts literature analysis and case analysis methods to explore. From the research results, it can be concluded that new media marketing methods have a significant impact on consumer behavior. On the one hand, it improves consumer understanding of product information and increases product awareness. On the other hand, it promotes communication among consumers, changes their purchasing decisions, and affects their purchasing preferences and behaviors. From this, it can be seen that in the era of new media, enterprises should fully consider consumer psychology, formulate relevant marketing strategies, attach importance to consumer needs, and enhance product visibility and diversification, to better meet consumer preferences.
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Halabi, Nibal, Velina Hristova, and Ivo Vlaev. "Milking the Alternatives: Understanding Coffee Consumers’ Preferences for Non-Dairy Milk." Behavioral Sciences 14, no. 7 (2024): 569. http://dx.doi.org/10.3390/bs14070569.
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Consumer interest in plant-based milk alternatives is growing, despite extra charges in coffeehouses. While much research exists on non-dairy alternatives, plant-based milks in coffee drinks remain understudied. This study examines consumer preferences and behaviors regarding milk alternatives in coffee, using the Theoretical Domains Framework (TDF) and the Behavior Change Wheel (BCW). A survey of 200 participants from 19 countries explored demographics, coffee habits, attitudes towards non-dairy milk charges, and marketing awareness. Market insights showed taste as the main reason for coffee choice, with a preference for cow’s milk and local cafes for quality. Many opposed the extra charges for non-dairy options, citing lactose intolerance or allergies, especially among Gen Z and Millennials. Regional variations included stronger opposition in the UK and Germany compared to the UAE and USA. The marketing for non-dairy milk was less memorable than general coffee advertisements. Regression analysis confirmed that viewing non-dairy milk as a dietary staple increased consumption, aligning with the TDF’s “Beliefs about Consequences” domain. Finally, within the BCW framework, the intervention strategies centered on training and coercion were discussed. Implementing these approaches could encourage the wider adoption of non-dairy milk options in coffee shops, fostering inclusivity, health awareness, and supporting environmental sustainability efforts.
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L., Smitha. "THE EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOR AND BRAND PREFERENCE." Shanlax International Journal of Arts, Science and Humanities 6, S2 (2019): 283–86. https://doi.org/10.5281/zenodo.2806863.
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<em>The word publicity or advertising arises from the Latin word ‘advertere’ it means to pay attention. Though, publicity or advertising is a device that companies use to turn the attention of customers and community to any objects or purpose. Publicity or advertising is working in all the countries, globally. The fundamental aim of advertising perform is popularization of the manufactured goods of the advertiser or precursor. Publicity is a strong device of marketing and a part of the generally support activities. Advertising is roughly in all places in our everyday life. Its configurations and characters are both contested and accepted. Some people see advertising both as the reflect and the culture maker. Sometimes even when advertisements give new sounds and the signs that form feature, its terms and pictures mirror the current and the former. The rest say advertising is merely a financial action with one reason for instance, to sell. Lots of advertisers and organizations consider that advertising generates “the unexplained in the bazaar” Many professions believe commercial as an effective media due to it can attract consumers’ notice. Notice or publicity can guide people into confident discernment about convinced goods. This may effect consumers’ purchasing decision. Generally, advertisement may reach the marketplace goal.</em>
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Fidler, Nicholas, Ivo Vlaev, Kelly Ann Schmidtke, et al. "<i>Corrigendum to</i>: Efficacy and acceptability of ‘nudges’ aimed at promoting pre-exposure prophylaxis (PrEP) use: a survey of overseas born men who have sex with men." Sexual Health 20, no. 2 (2023): 180. http://dx.doi.org/10.1071/sh22113_co.
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<b><i>Background</i>:</b>This study explores the potential for behavioural economics techniques called &#x2018;nudges&#x2019; to encourage the use of HIV pre-exposure prophylaxis (PrEP) by overseas-born men who have sex with men (MSM) in Australia. We investigated the preferences of overseas-born MSM for different nudges and the effect of nudges on reported likelihood of seeking information about PrEP. <b><i>Methods</i>:</b>We conducted an online survey of overseas-born MSM, in which they were asked: (1) how likely they and a relevant friend would be to click on PrEP advertisements that used behavioural economics strategies; and (2) what they most and least liked about each ad. We conducted ordered logistic regression of reported likelihood scores against participant age and sexual orientation, use of a model in an advertisement, use of statistics about PrEP, reference to the World Health Organization (WHO), rewards for seeking further information, and use of a call-to-action. <b><i>Results</i>:</b>Participants (<i>n</i>=324) reported higher likelihoods of clicking on advertisements with images of people, statistics about PrEP, rewards for seeking further information, and calls-to-action. They reported lower likelihoods of clicking on advertisements referencing the WHO. They had negative emotional responses to sexualised humour, gambling metaphors, and the slogan &#x2018;Live Fearlessly&#x2019;. <b><i>Conclusions</i>:</b>Overseas-born MSM prefer public health messages that feature representative messengers and statistics about PrEP. These preferences are consistent with previous data on descriptive norms (i.e. statistics about the number of peers doing the desired behaviour) and gain-framed information (i.e. focusing on what can be gained from an intervention).
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Saraithong, Wuthiya, Kanokwan Chancharoenchai, and Nattanicha Chairassamee. "Assessing the Likelihood of Buying Thai Local Snacks." Foods 13, no. 21 (2024): 3419. http://dx.doi.org/10.3390/foods13213419.
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The snack market in Thailand is growing fast, and yet it faces challenges from the growth in health-conscious consumption. Under these circumstances, it can be quite complicated for people involved in the snack-value chain to respond adequately to more sophisticated demands for snacks. Therefore, this study investigates Thai consumers’ behavior with regard to snacks and its determinants. For the data used in this study, we surveyed 1077 respondents using a questionnaire. Based on a five-point scale, the questions covered respondents’ snack consumption behavior and revealed their preference for additional payment regarding three aspects of snacks: safety and standards, quality, and carcinogen-free snacks. According to an ordered logistic regression, the results show that people’s awareness of food safety and nutrition, and their health consciousness, increase their willingness to pay extra for better-quality snacks. Advertisements and people’s recognition of input sources could also play an essential role in influencing consumers’ preferences. These findings should provide insights for policymakers and producers to catch up with the new demand trend in the Thai snack market.
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Kumari, Meenu, Amit Dutt, and Jaskiran Kaur. "Evaluating the Impact of Promotional Tools on Consumer Behaviour: Insights from Haryana Tourism Corporation." Journal of Neonatal Surgery 14, no. 8S (2025): 188–201. https://doi.org/10.52783/jns.v14.2517.
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Background: Promotional tools play a crucial role in shaping consumer behavior, particularly in the tourism sector, where competition is intense, and customer preferences evolve rapidly. This study investigates the impact of various promotional tools utilized by Haryana Tourism Corporation, focusing on identifying the most effective strategies for influencing customer decisions. By examining promotional tools such as advertisements, referral programs, discounts, and social media campaigns, this research provides actionable insights for enhancing customer engagement and satisfaction. Methodology: The study adopts a mixed-methods approach, employing SPSS for descriptive, correlation, and regression analysis, complemented by SmartPLS for structural modeling. A survey was conducted among 163 respondents, using a structured questionnaire to evaluate their perceptions of different promotional tools. Statistical techniques such as ANOVA and path analysis were used to determine the effectiveness and interrelationships of the promotional strategies. Findings: The results reveal that advertisements, referral programs, and discounts are the most impactful promotional tools, with referral programs having the highest influence on customer behavior. Social media campaigns, although less effective in SPSS analysis, gained prominence in SmartPLS due to their latent potential. Regression analysis indicated that promotional tools collectively explain 52.5% of the variance in customer behavior, with referral programs exhibiting the strongest correlation and influence. The findings underscore the importance of integrating referral strategies with personalized email campaigns for enhanced impact. Implications: The study highlights the need for a strategic, multi-channel approach to promotional activities in tourism. Haryana Tourism Corporation can leverage the insights to optimize its promotional strategies, aligning them with customer preferences and emerging trends. Enhancing social media campaigns and refining email marketing are critical to maximizing their latent potential and improving overall effectiveness.
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Parbey, P., and R. Aryeetey. "A review of food and nutrition communication and promotion in Ghana." African Journal of Food, Agriculture, Nutrition and Development 22, no. 2 (2022): 19602–23. http://dx.doi.org/10.18697/ajfand.107.21810.
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Dietary perception, behavior, and nutritional status can all be influenced by exposure to information. Behavior change communication that is appropriately designed and implemented is critical for motivating optimal dietary behavior. On the other hand, inadvertent or deliberate misinformation can drive unhealthy dietary behaviors. As part of the process to develop food-based dietary guidelines (FBDGs) for Ghana, this rapid evidence review examined the nature, extent, sources, and medium of food and nutrition information dissemination and promotion in Ghana. PubMed, Cochrane, Google Scholar, and Open Access Theses Dissertations (OATD) databases were searched systematically using keywords to identify relevant peer-reviewed and grey literature. The review included 31 documents, after excluding 1,302 documents for ineligibility (based on irrelevant title, abstract, and duplicates). Limited reporting of undernutrition was found in print and electronic media. Unhealthy foods, including sugar-sweetened beverages, snacks, yogurt, instant noodles, candy/chocolate, and ice cream were frequently advertised through various communication media. Children are highly exposed to food advertisements, which target them. Promotional characters, animation, billboards, and front-of-store displays; product-branded books, and toys are common strategies for food marketing and advertisement in Ghana. The most frequently reported sources of health and nutrition information were television, radio, social media, health professionals, families, and friends. Children and adults experienced changes in food preferences and choices as a result of exposure to food advertised on television. The commonly used traditional media were radio and television; printed newspaper use has declined tremendously in the past decade. Social media use (particularly WhatsApp, Facebook, and YouTube) is highest in urban areas, and is growing rapidly; young adults are the most active users of social media platforms. Experts recommend regulation as a mitigation for nutrition miscommunication and inaccurate promotion. The current review highlights the need for regulation of food marketing, and advertisement to safeguard a healthy food environment in Ghana. Key words: advertisement, promotion, diet, regulation, social media, food, Ghana
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Wulandari, Ainun, Amelia Febriani, Teodhora Teodhora, et al. "Menyikapi Preferensi Masyarakat Pondok Benda Pamulang Dalam Pemilihan Obat Flu Berdasarkan Iklan Dengan Bijak." MESTAKA: Jurnal Pengabdian Kepada Masyarakat 3, no. 2 (2024): 233–37. http://dx.doi.org/10.58184/mestaka.v3i2.338.
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Flu is an upper respiratory tract infection that is often treated with various flu medications on the market and promoted through various media, especially television. This research aims to understand people's preferences for flu medicine in Pondok Benda Pamulang, South Tangerang. Through group discussions and delivery of educational materials, this study found that price, quality, and brand trust factors influenced the choice of flu medication. The results show an increase in public knowledge about flu and its treatment. The attractiveness of flu medicine advertisements is important in influencing consumer behavior. The right use of endorsers and advertising frequency can increase the effectiveness of advertising in mass media. This study provides insight into the importance of education in forming wise health decisions and provides a better understanding of people's preferences for cold medicines.
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Adams, Jean, Rachel Tyrrell, and Martin White. "Do television food advertisements portray advertised foods in a ‘healthy’ food context?" British Journal of Nutrition 105, no. 6 (2010): 810–15. http://dx.doi.org/10.1017/s0007114510004435.
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Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote ‘less healthy’ products, food advertising probably plays some role in the ‘obesity epidemic’. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a ‘healthy’, balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are ‘healthier’ than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as ‘primary’ (i.e. the focus of advertisements) or ‘incidental’. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be ‘healthier’ than the primary foods that were the focus of food advertisements – particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective.
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Ruth, William J., Harriet S. Mosatche, and Arthur Kramer. "Freudian Sexual Symbolism: Theoretical Considerations and an Empirical Test in Advertising." Psychological Reports 64, no. 3_suppl (1989): 1131–39. http://dx.doi.org/10.2466/pr0.1989.64.3c.1131.
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Freudian sexual symbolism theory and research are discussed and an empirical test of that theory is presented. Following up the 1985 findings of Ruth and Mosatche, an experimental investigation measured the effects of sexual symbolism in advertising on self-reported purchasing tendencies. A within-subjects design exposed 42 male and 57 female undergraduates to liquor advertisements containing genital symbolism and to liquor advertisements lacking such symbolism. Liquors presented in advertisements were matched on purchasing desirability prior to the experimental manipulation with a separate undergraduate sample to balance for actual preference for liquor. Dependent t tests consistently indicated stronger purchasing tendencies for symbolic than for nonsymbolic advertisements. Data from these undergraduates supported the psychoanalytic postulate that sexual symbolism unconsciously motivates an observer toward goal-directed behavior. Specifically, psychoanalytic theory would suggest that genital symbolism motivates consumers' behavior via the sexual arousal based on an unconscious recognition of the male and female genitalia and the act of sexual intercourse.
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Miklosík, Andrej, Peter Starchon, Dana Vokounova, and Marína Korcokova. "The Future of TV Advertising Targeting Young Slovak Consumers." Marketing and Management of Innovations, no. 2 (2020): 122–38. http://dx.doi.org/10.21272/mmi.2020.2-09.
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The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.
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Vidal, Elbert Bryan, Manal Fadhil Al Hattali, Khadija Salim Al Subaihi, Al Ghalia Mohammed Al Mahroqi, and Rwaed Salim Al Ghtrifi. "The Dynamics between Intrusiveness of Disruptive Ads, Behavior to Seen Disruptive Ads and Brand Response: A Case Study on a Selected Arabic Youth." European Journal of Business and Management Research 6, no. 5 (2021): 169–78. http://dx.doi.org/10.24018/ejbmr.2021.6.5.1089.
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Through Structural Equation Modelling, the study shed light on the interplay between the intrusiveness of disruptive advertisements, their behavior towards them, and brand preference. The study sought to understand the interrelationships between these three variables instead of limiting the study to using and measuring the level of intrusion and behavior as a precursor to brand preference. In this study, brand preference is measured using four variables i.e., brand recall, message recall, call to action, and brand liking. These variables are adopted from Keller's Brand Equity Model.
 The variable intrusiveness was represented by 4 exogenous variables- obtrusiveness, intrusiveness, invasiveness, interference, and distraction [1]. The quasi-experimental research was done involving students in an Arabic university to measure these variables. The experiment was done by showing a video clip to the respondents where a disruptive ad pops up randomly. After watching the video, the respondents were asked to answer a questionnaire developed specifically for this reason.
 The researchers subjected the data through exploratory factor analysis and a two-stage confirmatory factor analysis before arriving at a hypothesized model. Interestingly, it was found out that the respondent's attitude towards a disruptive advertisement has a weak association with both their behavior towards them and brand preference. A significant association, however, was seen between behavior and brand preference.
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Hasanah, Khuswatun, Sika Nur Indah, and Melaty Anggraini. "Agenda Setting and Political Content Preferences of First-Time Voters in 2024 Presidential Election." SHS Web of Conferences 212 (2025): 04004. https://doi.org/10.1051/shsconf/202521204004.
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The rise of social media has reshaped political communication, especially on platforms like Instagram, where the distinction between political news and advertisements is increasingly blurred. This study examines the ability of first-time voters in Indonesia to distinguish between these content types and explores the implications for democratic participation using agenda-setting theory. A survey of 100 respondents aged 19-21 revealed significant confusion, with only 39% recognizing that political news should be impartial, and just 19% correctly identifying political advertisements. These findings underscore the risks of misinformed voting due to the blending of editorial content and marketing. The study highlights the need for improved media literacy programs to help young voters critically assess social media content. The research offers novel insights into how agenda-setting theory applies to social media, showing how these platforms not only set the political agenda but also blur content lines, influencing voter perceptions and behaviors.
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Ergün, BEĞENMİŞ, and SEVİNDİK Orhan. "The Reflection of Visual Culture Elements in the Advertisements of Online Food Delivery Applications." Global Journal of Arts Humanity and Social Sciences 5, no. 4 (2025): 384–90. https://doi.org/10.5281/zenodo.15286546.
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In the digitalized world, food delivery applications have evolved beyond mere service platforms, becoming significant tools that shape consumer behavior, aesthetic perceptions, and cultural representations. This study aims to evaluate the images used in the advertisements of online food delivery applications from the perspective of visual culture. The aesthetic, symbolic, and cultural meanings of the visual elements in these advertisements are examined. While addressing how advertising images influence individuals' lifestyles, values, and consumption preferences, the study also analyzes the societal and cultural functions of these images. The findings reveal that visual elements not only carry aesthetic value but also play an active role in shaping consumer culture. This research offers a valuable perspective for readers seeking to understand the interaction between digital platforms and visual culture, as well as the impact of advertising images on society. It contributes to studies in the fields of visual culture and advertising strategies while providing a foundation for understanding the aesthetic and cultural dimensions of advertising imagery.
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Gabor, Manuela Rozalia, Nicoleta Cristache, and Flavia Dana Oltean. "Romanian Consumer Preferences for Celebrity Endorsement TV Ads for Romanian and Global Apparel Brands." Fibres and Textiles in Eastern Europe 28, no. 6(144) (2020): 8–14. http://dx.doi.org/10.5604/01.3001.0014.3792.
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n the context of contemporary society, the behaviour of the consumer is influenced to a great extent by models that appear in advertisements. Romanian clothing companies should take into account that globally they are competing against top brand companies with proven marketing strategies and which make use of celebrity endorsements in order to increase the value of their brands and to strengthen their image. The research purposes are as follows: (1) to empirically test – by using non-parametric statistics and through a convenience sampling and self-administrative questionnaire – Romanian consumers’ preferences for using celebrity endorsements in fashion clothing TV advertisements both for Romanian and global brands, (2) to measure customers’ brand loyalty, (3) customers’ awareness, and (4) consumers’ purchase intentions towards brands. A set of five research hypotheses was tested. Our results validate the international ones. These results fill a gap in the little empirical knowledge available on celebrity endorsements in Romania.
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Gudkova, Nataliia, Svitlana Dvorianchykova, Yelizaveta Isakova, and Nataliia Yuhan. "SYNAESTHESIA AS AN IMPLEMENTATION OF SENSORY IMPACT STRATEGY IN ENGLISH-LANGUAGE ADVERTISING." Conhecimento & Diversidade 16, no. 44 (2025): 638–62. https://doi.org/10.18316/rcd.v16i44.12364.
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This research explores synaesthesia as a sensory impact strategy in advertising discourse, focusing on beauty product advertisements and their use of binomial and polynomial synesthetic associations based on human sensory modalities. It examines advertising as a psycholinguistic influence strategy, highlighting its role in altering consumer consciousness and triggering decision-making processes. A systematic review of psycholinguistic, socio-philosophical, cultural, and psychological literature was conducted, alongside content, component, cognitive, and descriptive analyses, supplemented by observation and classification methods. The analysis identifies numerous synesthetic associations in beauty product advertisements, where two or more sensory modalities interact. These associations often involve cross-modal perception engaging all five senses simultaneously, with smell being the dominant primary sense encoded verbally. Instead of emphasizing the product's utilitarian qualities, the advertisements aim to evoke emotions and sensory experiences associated with the product, appealing to consumers’ feelings rather than rational evaluation. The study reveals that sensuality and the prioritization of emotional over rational appeal are central to advertising strategies, particularly in beauty product promotion. By employing synesthetic associations, advertisements create an immersive experience, extending the boundaries of human perception. This approach enables advertisers to figuratively represent the advertised object, stimulating emotions and sensations intended to align with the product's essence. The findings emphasize synaesthesia as a critical method for influencing consumer behavior, demonstrating its capacity to create deeper emotional connections and enhance the impact of advertising texts. The research provides valuable insights into the sensory strategies used in advertising to shape consumer preferences and choices.
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Kucharczuk, Adam J., and Tracy L. Oliver. "The Perceived Influence of Food and Beverage Posts on Social Media during the COVID-19 Pandemic: An Exploratory Study with U.S. Adolescents and Their Parents." Adolescents 2, no. 3 (2022): 400–412. http://dx.doi.org/10.3390/adolescents2030031.
Full textAbstract:
Additional time spent on social media (SM) due to nationwide lockdowns associated with the COVID-19 pandemic has increased adolescents’ exposure to food and beverage (FB) advertisements, which may increase one’s risk of developing unfavorable health outcomes. This study aimed to explore U.S. adolescents’ and their parents’ perceptions of social media’s influence on adolescents’ food and beverage preferences during the COVID-19 pandemic. Semi-structured focus groups were conducted virtually with seven dyads of sixth grade students and their parents (n = 14). Six themes were identified from the focus groups: (1) perceived increased accessibility to SM usage, (2) factors that increased consumption, (3) perceived increased recall of memorable aspects of FB advertisements, (4) parental observations of adolescents’ less healthy eating behaviors, (5) parental influence over FB purchases, and (6) perceived increased engagement with food trends from SM. Increased SM use influenced adolescents’ preference toward specific FB brands and possibly influenced consumption habits during the pandemic. Parents may be aware of the targeted marketing used on SM and may minimize some of this influence. Additionally, these findings should encourage parents and adolescent healthcare professionals to proactively discuss the marketing tactics FB companies use and continue to educate adolescents on the importance of maintaining healthy eating behaviors.
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Kislov, Andrew, Alexei Gorin, Nikita Konstantinovsky, Valery Klyuchnikov, Boris Bazanov, and Vasily Klucharev. "Central EEG Beta/Alpha Ratio Predicts the Population-Wide Efficiency of Advertisements." Brain Sciences 13, no. 1 (2022): 57. http://dx.doi.org/10.3390/brainsci13010057.
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Recent studies have demonstrated that the brain activity of a group of people can be used to forecast choices at the population level. In this study, we attempted to neuroforecast aggregate consumer behavior of Internet users. During our electroencephalography (EEG) and eye-tracking study, participants were exposed to 10 banners that were also used in the real digital marketing campaign. In the separate online study, we additionally collected self-reported preferences for the same banners. We explored the relationship between the EEG, eye-tracking, and behavioral indexes obtained in our studies and the banners’ aggregate efficiency provided by the large food retailer based on the decisions of 291,301 Internet users. An EEG-based engagement index (central beta/alpha ratio) significantly correlated with the aggregate efficiency of banners. Furthermore, our multiple linear regression models showed that a combination of eye-tracking, EEG and behavioral measurements better explained the market-level efficiency of banner advertisements than each measurement alone. Overall, our results confirm that neural signals of a relatively small number of individuals can forecast aggregate behavior at the population level.
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Choi, Jungsil, Yexin Jessica Li, and Adriana Samper. "The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods." Journal of Consumer Research 46, no. 3 (2019): 606–19. http://dx.doi.org/10.1093/jcr/ucz002.
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Abstract Food and beverage manufacturers now regularly display “just below” calorie amounts (e.g., 99, 199, 299) in advertisements, presumably to appeal to health-motivated consumers. “Just below” values are those that fall one or more digits below a round number, most commonly seen as nine-ending numbers. However, although nine-ending prices are known to stimulate purchase intent, it is unclear whether or when nine-ending calorie labeling shapes food preferences. The present research shows that when consumers view indulgent foods with just-below (vs. round-ending) calorie amounts, they exhibit higher consumption intentions, purchase intent, and consumption behavior, yet only if they are high in health motivation. This is due to a tendency for health-motivated consumers to overweigh the leftmost digit in multidigit numbers—a cognitive bias known as the “level effect.” This bias results in the perception that just-below (vs. round) -ending indulgent foods have relatively fewer calories, decreasing anticipated guilt and increasing consumption intentions and behavior. The superiority of just-below calorie presentation under health motivation is attenuated with the addition of reference intake labeling (i.e., % daily calorie intake values), which equalizes the magnitude of nine- and round-ending calorie indulgent foods.
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Gustavsson, Linda, Jörgen I. Johnsson, and Tobias Uller. "Mixed Support for Sexual Selection Theories of Mate Preferences in the Swedish Population." Evolutionary Psychology 6, no. 4 (2008): 147470490800600. http://dx.doi.org/10.1177/147470490800600404.
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Evolutionary theory predicts the existence of relatively stable sex differences in partner preferences with, for example, males being more concerned with traits predicting high fertility and females with traits predicting high resource availability. We tested three predictions using personal advertisements from both traditional newspapers and internet dating services. In accordance with predictions, men offered resources more often than did women, and women requested resources more often than did men. Males in all age-categories preferred younger partners. Young females preferred older males, but the pattern was reversed for the majority of females past their fertile period. In contrast to predictions, there was no difference between males and females in the degree to which they offered, or asked for, physical attractiveness. Based on our results and a review of previous studies, we suggest that sex differences in factual or advertised preference for physical attractiveness may be more labile than sex differences in preference for resources and status across societies.