Assessing Consumer Behavior Components of Likeability Among Undergraduate Students Using Technology in the Classroom
Keywords:
likeability, consumer behavior, television commercial, branding, digital technology
Abstract
Analysis of market research in Western society began in the early twentieth century and eventually spawned interest in the prediction of consumer behavior preferences. More recently, inquiry into consumer behavior patterns has focused on digital technologies and online platforms. Through a series of likelihood ratio tests, this study will assess cognitive reactions of undergraduate students to a compilation of classic American television commercials. Various components for determining likeability will be used in order to steer future market research and digital branding strategies.
References
Advertising Age. (1999). Ad Age Advertising Century: Top 100 campaigns. Retrieved from https://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-top-100-advertising-campaigns/140150.
Anderson, E. (2010, July 24). Social Media Marketing: Game theory and the emergence of collaboration. Berlin, Germany: Springer Science & Business Media.
Bartnik, M. (2018, May 8). The 8 Pillars of Social Media Marketing In 2018: Learn how to transform your online marketing strategy. Scotts Valley, CA: CreateSpace Independent Publishing Platform.
Belch, G., & Belch, M. (2012). Advertising and promotion: An integrated marketing communications perspective. New York, NY: McGraw-Hill Irwin.
Bitter, G., & Pierson, M. (2005). Using Technology in the Classroom, Volume 1. Boston, MA: Allyn & Bacon Publishing.
Blanc, S. (1953). Science Instruction over Commercial Television. The Science Teacher, 20(6), 287-290.
Boles, S. (2011). Using Technology in the Classroom. Science Scope, 34(9), 39-40.
Calder, B. & Sternthal, B. (1980). Television Commercial Wear Out: An Informative Processing View. Journal of Marketing Research, 17(2), 173-186. https://doi.org/10.2307/3150928
Charlesworth, A. (2014, November 20). An Introduction to Social Media Marketing. New York, NY: Routledge. https://doi.org/10.4324/9780203727836
Crawford, E. (2014). Tobacco Goes to College: Cigarette advertising in student media. Jefferson, NC: McFarland & Company.
Dahl, S. (2018, March 5). Social Media Marketing: Theories and applications. Bridgeport, IL: SAGE Publishing.
Desjarlais, M. (2019). The Psychology and Dynamics Behind Social Media Interactions. Hershey, PA: IGI Global. https://doi.org/10.4018/978-1-5225-9412-3
Elliott, S. (1995). The Media Business & Advertising: A new ranking of the 50 best television commercials ever made. New York Times. Business Section.
Entertainment Weekly. (1997). The 50 Best Commercials of All-Time. Staff Writer. Retrieved from https://ew.com/article/1997/03/28/50-best-commercials-all-time/.
Evans, D. (2012, February 15). Social Media Marketing: A hour a day. Indianapolis, IN: John Wiley & Sons Inc.
Fasasi, L. (2019). Digital Marketing: Which effect does it have on the financial performance of firms? Munich, Germany: Grin Verlag Publishing.
Freitas. D. (2017). The Happiness Effect: How social media is driving a generation to appear perfect at any cost. Cary, NC: Oxford University Press.
Galst, J. (1980). Television Food Commercials and Pro-Nutritional Public Service Announcements as Determinants of Young Children’s Snack Choices. Child Development, 51(3), 935-938. https://doi.org/10.2307/1129492
Greer, D., Potts, R., Wright, J., & Huston, A. (1982). The Effects of Television Commercial Form and Commercial Placement on Children’s Social Behavior and Attention. Child Development, 53(3), 611-619. https://doi.org/10.2307/1129372
Harry, S., & Stall, S. (2002). As Seen on TV: 50 Amazing Products and the commercials that made them famous. Philadelphia, PA: Quirk Books.
Havery, A., & Puccio, D. (2016). Sex, Likes and Social Media: Talking to our teens in the digital age. London, England: Ebury Publishing.
Hicks, S. (2011). Technology in Today’s Classroom: Are you a tech-savvy teacher? The Clearing House, 84(5), 188-191. https://doi.org/10.1080/00098655.2011.557406
Jeffrey, D., McLellarn, R., Hickey, S., Lemnitzer, N., Hess, J., & Stroud, J. (1980). Television Food Commercials and Children’s Eating Behavior: Some empirical evidence. Journal of the University Film Association, 32(1-2), 41-43.
Kanner, B. (1999). 100 Best TV Commercials: And why they worked. New York, NY: Crown Publishing.
Kanner, B. (2003). The Super Bowl of Advertising. How the commercials won the game. New York, NY: Publishers Weekly.
Kassin, S., Fein, S., & Markus, H. (2010). Social Psychology. Boston, MA: Cengage Learning.
Kellett, J. (2017. March 8). Social Media Marketing: Get 10000 targeted facebook likes in 10 days. Scotts Valley, CA: CreateSpace Independent Publishing Platform.
Lee, E., & Browne, L. (1995). Effects of Television Advertising on African American teenagers. Journal of Black Studies, 25(5), 523-536. https://doi.org/10.1177/002193479502500501
Magana, S. (2017). Disruptive Classroom Technologies: A framework for innovation in education. Thousand Oaks, CA: Corwin Publishing.
Milne, G., & Bahl, S. (2010). Are There Differences Between Consumers’ and Marketers’ Privacy Expectations? A segment- and technology-level analysis. Journal of Public Policy & Marketing, 29(1), 138-149. https://doi.org/10.1509/jppm.29.1.138
Moutinho, L., Bigne, E., & Manrai, A. (2014). The Routledge Companion to the Future of Marketing. Batavia, IL: Taylor & Francis Group. https://doi.org/10.4324/9780203103036
Newth, T. (2013, October 30). The Ad-Makers: How the best tv commercials are produced. Boca Raton, FL: CRC Press.
Paden, D. (1977). The use of Television in Teaching Basic Economics at the College Level. The Journal of Economic Education, 9(1), 21-27. https://doi.org/10.2307/1182210
Plunkett, J. (2006). Plunkett’s Advertising & Branding Industry Almanac. Houston, TX: Plunkett Research Ltd.
Rehmat, A. & Bailey, J. (2014). Technology Integration in a Science Classroom: Preservice teachers’ perceptions. Journal of Education Technology & Society, 19(4), 203-212. https://doi.org/10.1007/s10956-014-9507-7
Resik, A., & Stern, B. (1977). Children’s Television Advertising and Brand Choice: A laboratory experiment. Journal of Advertising, 6(3), 11-17. https://doi.org/10.1080/00913367.1977.10672702
Rethans, A., Swasy, J., & Marks, L. (1986). Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A test of the two-factor model. Journal of Marketing Research, 23(1), 50-61. https://doi.org/10.1177/002224378602300106
Riggs, T. (2006). Encyclopedia of Major Marketing Campaigns. Farmington Hills, MI: Gale Group.
Ross, S., & Stein, L. (2008). Teen Television: Essays on programming and fandom. Jefferson, NC: McFarland & Company.
Rust, R. (2006, July). From the Editor: The maturation of marketing as an academic discipline. Journal of Marketing, 70(3), 1-2. https://doi.org/10.1509/jmkg.70.3.1
Rutherford, P. (1994, January 1). The New Icons? The art of television Advertising. North York, Canada: University of Toronto Press. https://doi.org/10.3138/9781442681866
Samuel, K. (2017). Facebook Marketing: Guide to get 10000 likes and followers in 15 days for facebook page. Scotts Valley, CA: CreateSpace Independent Publishing Platform.
Schifter, C. (2008). Infusing Technology into the Classroom: Continuous practice improvement. Hershey, PA: IGI Global publishing. https://doi.org/10.4018/978-1-59904-765-2
Shea, K. (2008). Teens in the U.S.A. North Mankato, MN: Compass Point Books.
Simonson, I. & Rosen, E. (2014). Absolute Value: What really influences customers in the age of (nearly) perfect. London, UK: HarperBusiness publishing.
Singer, P. & Brooking, E. (2018). LikeWar: The Weaponization of Social Media. New York, NY: Eamon Dolan/Houghton Mifflin Harcourt.
Singh, S., Rothschild, M., & Churchill, G. (1988). Recognition Versus Recall as Measures of Television Commercial Forgetting. Journal of Marketing Research, 25(1), 72-80. https://doi.org/10.2307/3172926
Smith, S. (2003). America’s Greatest Brands. State College, PA: The American Brands Council. https://doi.org/10.1086/380539
Speck, B. (2013, October 31). The Multimodal Analysis of Television Commercials. Valencia, Spain: University of Valencia.
Spotts, H. (2014). Marketing, Technology, and Customer Commitment in the New Economy. New York, NY: Springer Publishing.
Sweeney, D. (1972, October). Marketing: Management technology or social process? Journal of Marketing, 36(4), 3-10. https://doi.org/10.1177/002224297203600402
Tiene, D., & Luft, P. (2001). Teaching in a Technology-Rich Classroom. Education Technology, 41(4), 23-31.
Tiene, D., & Luft, P. (2002). Examining the Long-Term Impact of a One-Semester Technology-Rich Classroom Experience. Education Technology, 42(5), 41-47.
Vancheri, B. (1999). Perfect Pitches: TV Guide salutes 50 best commercials. Pittsburgh Post-Gazette. TV and Radio Section.
Verklin, D., & Kanner, B. (2007). Watch This, Listen Up, Click Here: Inside the 300-billion-dollar business behind the media you constantly consume. Indianapolis, IN: John Wiley & Sons Inc.
Wainwright, C. (1970). Television Commercials: How to create successful TV advertising. New York, NY: Hastings House.
Watkins, E. (2018.). Guide to Advertising Technology. Retrieved from https://www.cjr.org/tow_center_reports/the-guide-to-advertising-technology.php.
Woersdorfer, J. (2017). The Evolution of Household Technology and Consumer Behavior, 1800-2000. Philadelphia, PA: Routledge publishing. https://doi.org/10.4324/9781315203799
Wolk, L. (2017, August 29). Girls Just Want to Have Likes: How to raise confident girls in the face of social media madness. New York, NY: Morgan James Publishing.
Yunus, U. (2016). Enhance the brand image through Television Commercial (TVC): A case study “Create your chance”. Humaniora, 7(4), 569-576. https://doi.org/10.21512/humaniora.v7i4.3609
Zapf, H. (2016). Handbook of Ecocriticism and Cultural Ecology (Vol. 2). Berlin, Germany: de Gruyter Mouton. https://doi.org/10.1515/9783110314595
Anderson, E. (2010, July 24). Social Media Marketing: Game theory and the emergence of collaboration. Berlin, Germany: Springer Science & Business Media.
Bartnik, M. (2018, May 8). The 8 Pillars of Social Media Marketing In 2018: Learn how to transform your online marketing strategy. Scotts Valley, CA: CreateSpace Independent Publishing Platform.
Belch, G., & Belch, M. (2012). Advertising and promotion: An integrated marketing communications perspective. New York, NY: McGraw-Hill Irwin.
Bitter, G., & Pierson, M. (2005). Using Technology in the Classroom, Volume 1. Boston, MA: Allyn & Bacon Publishing.
Blanc, S. (1953). Science Instruction over Commercial Television. The Science Teacher, 20(6), 287-290.
Boles, S. (2011). Using Technology in the Classroom. Science Scope, 34(9), 39-40.
Calder, B. & Sternthal, B. (1980). Television Commercial Wear Out: An Informative Processing View. Journal of Marketing Research, 17(2), 173-186. https://doi.org/10.2307/3150928
Charlesworth, A. (2014, November 20). An Introduction to Social Media Marketing. New York, NY: Routledge. https://doi.org/10.4324/9780203727836
Crawford, E. (2014). Tobacco Goes to College: Cigarette advertising in student media. Jefferson, NC: McFarland & Company.
Dahl, S. (2018, March 5). Social Media Marketing: Theories and applications. Bridgeport, IL: SAGE Publishing.
Desjarlais, M. (2019). The Psychology and Dynamics Behind Social Media Interactions. Hershey, PA: IGI Global. https://doi.org/10.4018/978-1-5225-9412-3
Elliott, S. (1995). The Media Business & Advertising: A new ranking of the 50 best television commercials ever made. New York Times. Business Section.
Entertainment Weekly. (1997). The 50 Best Commercials of All-Time. Staff Writer. Retrieved from https://ew.com/article/1997/03/28/50-best-commercials-all-time/.
Evans, D. (2012, February 15). Social Media Marketing: A hour a day. Indianapolis, IN: John Wiley & Sons Inc.
Fasasi, L. (2019). Digital Marketing: Which effect does it have on the financial performance of firms? Munich, Germany: Grin Verlag Publishing.
Freitas. D. (2017). The Happiness Effect: How social media is driving a generation to appear perfect at any cost. Cary, NC: Oxford University Press.
Galst, J. (1980). Television Food Commercials and Pro-Nutritional Public Service Announcements as Determinants of Young Children’s Snack Choices. Child Development, 51(3), 935-938. https://doi.org/10.2307/1129492
Greer, D., Potts, R., Wright, J., & Huston, A. (1982). The Effects of Television Commercial Form and Commercial Placement on Children’s Social Behavior and Attention. Child Development, 53(3), 611-619. https://doi.org/10.2307/1129372
Harry, S., & Stall, S. (2002). As Seen on TV: 50 Amazing Products and the commercials that made them famous. Philadelphia, PA: Quirk Books.
Havery, A., & Puccio, D. (2016). Sex, Likes and Social Media: Talking to our teens in the digital age. London, England: Ebury Publishing.
Hicks, S. (2011). Technology in Today’s Classroom: Are you a tech-savvy teacher? The Clearing House, 84(5), 188-191. https://doi.org/10.1080/00098655.2011.557406
Jeffrey, D., McLellarn, R., Hickey, S., Lemnitzer, N., Hess, J., & Stroud, J. (1980). Television Food Commercials and Children’s Eating Behavior: Some empirical evidence. Journal of the University Film Association, 32(1-2), 41-43.
Kanner, B. (1999). 100 Best TV Commercials: And why they worked. New York, NY: Crown Publishing.
Kanner, B. (2003). The Super Bowl of Advertising. How the commercials won the game. New York, NY: Publishers Weekly.
Kassin, S., Fein, S., & Markus, H. (2010). Social Psychology. Boston, MA: Cengage Learning.
Kellett, J. (2017. March 8). Social Media Marketing: Get 10000 targeted facebook likes in 10 days. Scotts Valley, CA: CreateSpace Independent Publishing Platform.
Lee, E., & Browne, L. (1995). Effects of Television Advertising on African American teenagers. Journal of Black Studies, 25(5), 523-536. https://doi.org/10.1177/002193479502500501
Magana, S. (2017). Disruptive Classroom Technologies: A framework for innovation in education. Thousand Oaks, CA: Corwin Publishing.
Milne, G., & Bahl, S. (2010). Are There Differences Between Consumers’ and Marketers’ Privacy Expectations? A segment- and technology-level analysis. Journal of Public Policy & Marketing, 29(1), 138-149. https://doi.org/10.1509/jppm.29.1.138
Moutinho, L., Bigne, E., & Manrai, A. (2014). The Routledge Companion to the Future of Marketing. Batavia, IL: Taylor & Francis Group. https://doi.org/10.4324/9780203103036
Newth, T. (2013, October 30). The Ad-Makers: How the best tv commercials are produced. Boca Raton, FL: CRC Press.
Paden, D. (1977). The use of Television in Teaching Basic Economics at the College Level. The Journal of Economic Education, 9(1), 21-27. https://doi.org/10.2307/1182210
Plunkett, J. (2006). Plunkett’s Advertising & Branding Industry Almanac. Houston, TX: Plunkett Research Ltd.
Rehmat, A. & Bailey, J. (2014). Technology Integration in a Science Classroom: Preservice teachers’ perceptions. Journal of Education Technology & Society, 19(4), 203-212. https://doi.org/10.1007/s10956-014-9507-7
Resik, A., & Stern, B. (1977). Children’s Television Advertising and Brand Choice: A laboratory experiment. Journal of Advertising, 6(3), 11-17. https://doi.org/10.1080/00913367.1977.10672702
Rethans, A., Swasy, J., & Marks, L. (1986). Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A test of the two-factor model. Journal of Marketing Research, 23(1), 50-61. https://doi.org/10.1177/002224378602300106
Riggs, T. (2006). Encyclopedia of Major Marketing Campaigns. Farmington Hills, MI: Gale Group.
Ross, S., & Stein, L. (2008). Teen Television: Essays on programming and fandom. Jefferson, NC: McFarland & Company.
Rust, R. (2006, July). From the Editor: The maturation of marketing as an academic discipline. Journal of Marketing, 70(3), 1-2. https://doi.org/10.1509/jmkg.70.3.1
Rutherford, P. (1994, January 1). The New Icons? The art of television Advertising. North York, Canada: University of Toronto Press. https://doi.org/10.3138/9781442681866
Samuel, K. (2017). Facebook Marketing: Guide to get 10000 likes and followers in 15 days for facebook page. Scotts Valley, CA: CreateSpace Independent Publishing Platform.
Schifter, C. (2008). Infusing Technology into the Classroom: Continuous practice improvement. Hershey, PA: IGI Global publishing. https://doi.org/10.4018/978-1-59904-765-2
Shea, K. (2008). Teens in the U.S.A. North Mankato, MN: Compass Point Books.
Simonson, I. & Rosen, E. (2014). Absolute Value: What really influences customers in the age of (nearly) perfect. London, UK: HarperBusiness publishing.
Singer, P. & Brooking, E. (2018). LikeWar: The Weaponization of Social Media. New York, NY: Eamon Dolan/Houghton Mifflin Harcourt.
Singh, S., Rothschild, M., & Churchill, G. (1988). Recognition Versus Recall as Measures of Television Commercial Forgetting. Journal of Marketing Research, 25(1), 72-80. https://doi.org/10.2307/3172926
Smith, S. (2003). America’s Greatest Brands. State College, PA: The American Brands Council. https://doi.org/10.1086/380539
Speck, B. (2013, October 31). The Multimodal Analysis of Television Commercials. Valencia, Spain: University of Valencia.
Spotts, H. (2014). Marketing, Technology, and Customer Commitment in the New Economy. New York, NY: Springer Publishing.
Sweeney, D. (1972, October). Marketing: Management technology or social process? Journal of Marketing, 36(4), 3-10. https://doi.org/10.1177/002224297203600402
Tiene, D., & Luft, P. (2001). Teaching in a Technology-Rich Classroom. Education Technology, 41(4), 23-31.
Tiene, D., & Luft, P. (2002). Examining the Long-Term Impact of a One-Semester Technology-Rich Classroom Experience. Education Technology, 42(5), 41-47.
Vancheri, B. (1999). Perfect Pitches: TV Guide salutes 50 best commercials. Pittsburgh Post-Gazette. TV and Radio Section.
Verklin, D., & Kanner, B. (2007). Watch This, Listen Up, Click Here: Inside the 300-billion-dollar business behind the media you constantly consume. Indianapolis, IN: John Wiley & Sons Inc.
Wainwright, C. (1970). Television Commercials: How to create successful TV advertising. New York, NY: Hastings House.
Watkins, E. (2018.). Guide to Advertising Technology. Retrieved from https://www.cjr.org/tow_center_reports/the-guide-to-advertising-technology.php.
Woersdorfer, J. (2017). The Evolution of Household Technology and Consumer Behavior, 1800-2000. Philadelphia, PA: Routledge publishing. https://doi.org/10.4324/9781315203799
Wolk, L. (2017, August 29). Girls Just Want to Have Likes: How to raise confident girls in the face of social media madness. New York, NY: Morgan James Publishing.
Yunus, U. (2016). Enhance the brand image through Television Commercial (TVC): A case study “Create your chance”. Humaniora, 7(4), 569-576. https://doi.org/10.21512/humaniora.v7i4.3609
Zapf, H. (2016). Handbook of Ecocriticism and Cultural Ecology (Vol. 2). Berlin, Germany: de Gruyter Mouton. https://doi.org/10.1515/9783110314595
Published
2021-01-29
Issue
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/).
1.png)
