|
" Influence of Emotional Appeals in Television Cosmetics Advertisements on Purchase Decisions of Female Students of Higher Institutions in Niger State, Nigeria "
Ucheanya, Florence
Mojaye, Eserinune McCarty
| Document Type
|
:
|
Latin Dissertation
|
| Language of Document
|
:
|
English
|
| Record Number
|
:
|
1055452
|
| Doc. No
|
:
|
TL54569
|
| Main Entry
|
:
|
Ucheanya, Florence
|
| Title & Author
|
:
|
Influence of Emotional Appeals in Television Cosmetics Advertisements on Purchase Decisions of Female Students of Higher Institutions in Niger State, Nigeria\ Ucheanya, FlorenceMojaye, Eserinune McCarty
|
| College
|
:
|
Kwara State University (Nigeria)
|
| Date
|
:
|
2020
|
| Degree
|
:
|
M.S.
|
| student score
|
:
|
2020
|
| Note
|
:
|
147 p.
|
| Abstract
|
:
|
Studies have shown that exposure to advertisements tend to cause changes in the behaviour and purchase decisions of individuals. One strategy that advertisers use to influence purchase decisions is the employment of advertising appeals. Cosmetics companies particularly like to use emotional appeals to arouse consumer desire and purchase decisions. What is not certain, however, is whether emotional appeals in cosmetics advertisements really influence consumers to buy the products. Thus, this study sought to determine whether emotional appeals in cosmetics advertisements influenced the purchase decisions of students in higher institutions in Niger State, Nigeria. The Hierarchy of Effect Model were used as a theoretical basis for the study. Mixed Method, comprising Survey and Focus Group Discussion was adopted while simple percentage, frequency and regression analysis were used to analyze the data. For the survey, a sample of 377 respondents was drawn from a population of 20,000 students while the Focus Group Discussion comprised two groups of 14 participants each. They were influenced by the quality of the products. The findings revealed that students use cosmetics products at the expense of their academic pursuit and life careers. Apart from students being influenced by the emotional appeals of cosmetics products, their patronage for the products is high. A significant number are also strongly influenced to patronize cosmetics products when their emotions are appealed to by advertisements using celebrities. The findings revealed that students were influenced by the emotional appeals of cosmetics advertisements. Also, they showed a positive understanding of cosmetics adverts. They perceived cosmetics adverts as educative, informative and entertaining. More so, they were influenced by the quality of the products. Therefore, the study recommended among others that cosmetics companies should take advantage of the leverage offered by emotional appeals especially in TV adverts to enlarge or sustain their market share as well as improve patronage since it is clear that advert impressions stimulate purchase of cosmetics by the students and by implication consumers.
|
| Descriptor
|
:
|
Marketing
|
|
|
:
|
Mass communications
|
|
|
:
|
Rhetoric
|
|
|
:
|
Sub Saharan Africa studies
|
|
|
:
|
Womens studies
|
| Added Entry
|
:
|
Mojaye, Eserinune McCarty
|
| Added Entry
|
:
|
Kwara State University (Nigeria)
|
| |