Effects of TV Commercials on the Persuasive Behavior of the Consumer: A Case Study of University of Gujrat Students

Authors

  • Lubna Naz Karim Centre for Media and Communication Studies, University of Gujrat, Punjab
  • Munham Shehzad Centre for Media and Communication Studies, University of Gujrat, Punjab

Keywords:

TV, Commercials, Psychology, Behavior, Consumer, Celebrity, Persuasion, Decision

Abstract

The present study is to explain the influence of advertisements to persuade the people of Pakistan after watching Pakistani TV Commercials. The research covers all the TV commercials and consumer behavior; select the students both male and female of University of Gujrat as sample. In current research survey method is used for the data collection and elaboration likelihood model applied as theory to investigate phenomenon. The findings of this study show advertisements more attract the people and change the buying decision of the people. Majority of people when watch these ads and these ads hit their cognitive process and then people show their interest to adopt new fashion and buy new products.

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Published

2016-12-01

Issue

Section

Research Articles