| Summary: | Tesis (MComm)--Stellenbosch University, 1991. === ENGLISH ABSTRACT: This study examines the effect of involvement and background
music in television commercials on consumers' attitudes
toward the commercial, their attitude toward the brand and
their intension to buy that spesific brand. Involvement
refers to type of involvement (cognitive vs affective) and
the level of involvement (high vs low). The planning of the
experiment had been done according to research projects in
the past. A commercial with different soundtracks was
viewed by different subjects. Thereafter they completed a
questionniare. The members of the different groups were
subjected to different manipulations. The results indicated
that background music in commercials have a significant
influence on consumers' attitudes towards the commercial.
(cognitive vs affective) had a
on consumers' attitudes towards the
a significant relationship between
commercial , attitude toward the brand
Type of involvement
significant influence
brand. There was
attitude toward the
and intension to buy. === AFRIKAANSE OPSOMMING: In hierdie navorsing is die gesamentlike invloed wat
agtergrondmusiek en betrokkenheid in advertensies uitoefen
op die kyker se houding teenoor die advertensie, houding
teenoor die handelsmerk en koopintensie ondersoek.
Betrokkenheid verwys na tipe betrokkenheid (kognitief vs
affektief) en vlak van betrokkenheid (hoog vs laag). Daar
is gebruik gemaak van In laboratorium eksperiment om hierdie
invloede te bepaal. Die beplanning van die eksperiment is
gedoen na aanleiding van verskillende navorsingsprojekte wat
in die verlede gedoen is. In Advertensie met verskillende
klankbane is aan groepe proefpersone vertoon waarna hulle In
vraelys voltooi het. Elkeen van die groepe (12) was aan
verskillende eksperimentele manipulasies onderworpe. Hierna
is die vraelyste gekodeer en die data statisties verwerk.
Dit is gevind dat agtergrondmusiek In beduidende invloed op
verbruikers se houding teenoor In advertensie uitoefen.
Tipe betrokkenheid het ook In beduidende invloed op
verbruikers se houding teenoor die handelsmerk uitgeoefen.
Verder is In beduidende positiewe verband tussen houding
teenoor advertensie, houding teenoor handelsmerk en
koopintensie gevind.
|
|---|
