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    Sociology Research Project

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    The document outlines the steps taken in a research project investigating how advertising affects consumer purchasing behavior. It begins by stating the research problem and literature review, which found articles showing high advertising awareness increases purchase likelihood. A second article discussed how slogans influence buying, and a third showed highly advertised brands outperforming others. The hypothesis is that highly advertised Mott College student products will be purchased more. A survey will collect data on brands owned, demographics, and advertising exposure to test this.

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    Sociology Research Project

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    api-26474362
    330 views3 pages
    The document outlines the steps taken in a research project investigating how advertising affects consumer purchasing behavior. It begins by stating the research problem and literature review, which found articles showing high advertising awareness increases purchase likelihood. A second article discussed how slogans influence buying, and a third showed highly advertised brands outperforming others. The hypothesis is that highly advertised Mott College student products will be purchased more. A survey will collect data on brands owned, demographics, and advertising exposure to test this.

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    The document outlines the steps taken in a research project investigating how advertising affects consumer purchasing behavior. It begins by stating the research problem and literature review, which found articles showing high advertising awareness increases purchase likelihood. A second article discussed how slogans influence buying, and a third showed highly advertised brands outperforming others. The hypothesis is that highly advertised Mott College student products will be purchased more. A survey will collect data on brands owned, demographics, and advertising exposure to test this.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    330 views3 pages

    Sociology Research Project

    Uploaded by

    api-26474362
    The document outlines the steps taken in a research project investigating how advertising affects consumer purchasing behavior. It begins by stating the research problem and literature review, which found articles showing high advertising awareness increases purchase likelihood. A second article discussed how slogans influence buying, and a third showed highly advertised brands outperforming others. The hypothesis is that highly advertised Mott College student products will be purchased more. A survey will collect data on brands owned, demographics, and advertising exposure to test this.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 3

    Step 1

    State the Problem

    Often I find myself asking, “Why do people buy what they buy?” It is for this

    reason I decided that I am going to research how advertising effects consumers. I think

    this is important because society spends a lot of time either watching advertisements or

    viewing advertisements on billboards or newspapers. I will be focusing on what people

    are buying and how much advertisement is put out for what people are buying.

    Step 2
    Review of Literature

    In reviewing literature for my topic, I found three articles that were relevant to

    how advertisement effects how people buy. The first article I read was about how

    banners on the internet will effect what people buy. They discussed in this that the more

    people see an add, the higher the chance the consumer will buy the product that is being

    advertised. This article said, “Advertising awareness increased from a low of 12 percent

    (for the brand with the highest base of ad awareness) to a high of 200 percent for the

    previously unadvertised men's apparel brand (Briggs, Rex, and Nigel Hollis). The second

    article I read was about the product slogans and how that could effect how people buy. It

    talked about all of the name changes that Coca-Cola went through in its past. In this

    article the author quotes Charles Whittier. He says, “A slogan should be a statement of

    such merit about a product or service that is worthy of continuous repetitive advertising;

    is worthwhile for the public to remember; and is phrased in such a way that the public is

    likely to remember it (On Slogans, Murray).” The third article that I read was about if

    advertising really makes a difference. In this they did a study on consumers checking to
    see how much they buy a targeted product in a three month period. In this study they

    found that a producer that has a high advertising rate will do better then a producer that

    depends on loyal consumers.

    Bibliography
    -Briggs, Rex, and Nigel Hollis. "Advertising on the Web: is there response before click-

    through?(Special Issue: Research Untangles the World Wide Web)." Journal of Advertising

    Research 37.n2 (March-April 1997): 33(13). Expanded Academic ASAP. Thomson Gale. Mott

    Community College. 29 Nov. 2006

    - Raphel, Murray. "On slogans.(Influence of advertising slogans)." Art Business

    News 32.1 (Jan 2005): 28(2). Expanded Academic ASAP. Thomson Gale. Mott Community

    College. 30 Nov. 2006

    - WANSINK, BRIAN, and MICHAEL L. RAY. "ESTIMATING AN ADVERTISEMENT'S IMPACT ON ONE'S


    CONSUMPTION OF A BRAND." Journal of Advertising Research 40.6 (Nov 2000): 106. Expanded
    Academic ASAP. Thomson Gale. Mott Community College. 30 Nov. 2006

    Steps 2 and 3
    Hypothesis and Research
    In the course of my research I expect to find that products that are highly
    advertised will be purchased by Mott students more than products that aren’t as
    frequently advertised.
    For my research, I plan on performing a survey on Mott Community College
    students. This survey will be used to find out what people are buying and how people
    may have encountered the products they are buying. This survey is going to be used to
    see if particular brands are being bought more than other brands.

    Survey:

    Age:

    Sex:

    Annual income:
    0 - 10000 10,000 – 20,000 20,000 – 30,000 30,000 – 40,000 40,000 – above

    Brands in your home: (list ten)

    Distance to school:

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