sale torrente chap 3

Chapter 3
1. do not introduce yet your variables here.just discuss mere theories. You will only fit in your theories in conceptual and operational.
2. However, in the next research that was made by Miller (1976) showed different results. (faulty; remove “in the” to make this right)
3. interpretation of things that was being exposed to us, (agreement)
4. A study that was made by Hovland, Sherif and Taub ( 1985), they found (wrong referencing)
5. The researchers’ study result implies (tense consistency)
6. Fig. 1 shows (the) systematic flow of sequence of a certain process.
7. The viewers as seen by the advertisers as consumers, are the one (agreement)
8. These mediator variables acts (agreement)
9. Media in the first box of the diagram was (is) intervened by a frequent exposure of advertisement,
10. In the second arrow, that entails Exposure and other factors of advertisement, will (faulty)
11. and was (is) mediated by media environment and exposure and other factors.

STUDY FRAMEWORK
Theoretical framework
Mass media advertisement exists together with the concept of communication, in particular television commercials. This excellent medium of communication, the television, held to move, motivate and inspire viewers. Television advertisements have the idea of initiating or introducing a new or trend products in the market. Thus advertiser provides great importance of allocation to advertisement for it to be exposed rightly to the expected and potential buyers.
In this study, the idea of exposure of whitening products to the viewers could affect the behavior or could change the way they perceive products through the continuous repetition or exposure to the whitening ads. A change in attitude of the viewer to purchase the product is the result of repeated exposure of the ads. In this way, this present study will make use of the theories that will help in explaining the factors and variables of this made research.
This study proves the truism of relationship that exists between whitening products’ advertisement exposure and its effectiveness on persuading consumer’s decision. However, this study exists not only for this reason but it is also to prove a theory recognized as “Mere Exposure Theory.” This theory publicized and developed by Gustav Fechner in 1876, states that exposure to something is caused by people, media, places, products, etc. In the general view, exposure is something that was caused by a certain environment; this exposure will likely tend to make viewers or hearers to like certain item or thing being exposed to them. Now, this theory helps prove our hypothesis that exposure to whitening product’s advertisement could affect our way of perceiving things and could abruptly change our attitude and decision in buying or choosing our whitening product.
Furthermore this theory was used by many researchers. Zajonc (1986) used this theory by exposing Chinese characters to people 25 times. The result of Zajonc’s study was the “more they saw the characters the more positive a meaning they gave.” It implies that frequent exposure of a certain thing can be considered as an effective way of letting people retain an identity of that particular thing. However, in the next research that was made by Miller (1976) showed different results. The research used posters, and these posters were exposed up to 200 times. In the moderate level of exposure, the people were persuaded but in the later part that the exposure of posters was too much and after 200 times it generated negative feedbacks. These researches have proven that Mere Exposure theory was true but it follows certain criteria as to where the frequency of exposure was based.
Relating to the study, Perceptual Contrast Effect theory by Cialdini was also tested to measure our behavior or evaluation of things in deciding on matter that was exposed to us. This is to measure whether or not the exposed whitening product’s advertisements really do affect the decision making of the consumers.
Perceptual Contrast Effect theory states that our perception, evaluation or interpretation of things that was being exposed to us, will likely help us evaluate and decide to more standard and reasonable side between two or more exposed products or items. This theory speaks more on comparing and evaluating two different items that were exposed differently. It is one way or another related and useful in the present study because this study does not only aim to measure the exposure of the ads rather it also views the behavior or attitude of a buyer in terms of choosing an exposed product.
A study that was made by Hovland, Sherif and Taub ( 1985), they found out that “when subjects first lifted a heavy weight, they underestimated the weight of lighter weights.” The researchers’ study result implies that while a viewer is exposed to two different objects, the one with greater impact and exposure will likely be the one retained in the mind of the viewer. And with this, it means that the object that has been retained was hopefully evaluated and interpreted by the viewers and by this way future buying action is predicted.
Fig. 1 shows systematic flow of sequence of a certain process. The first arrow entails Advertisement; these advertisements that are influenced by mere exposure theory intervene to the media world, which is in the box next to the first arrow. The work of Mere exposure theory is to cause exposure and familiarity of the advertisement to the expected and potential buyers. The purpose of the media is basically to communicate and to inform society or the viewers, which is the second arrow. With the use of media, advertisements are now available to the viewers. However, next to media are the viewers. The viewers as seen by the advertisers as consumers, are the one who provides decision of the consumer. Moreover, the second arrow shows that perceptual concept effect theory somehow influences the viewers. Through this process of perceptual contrast effect theory viewers are now capable of distinguishing the differences between ads. For this reason, the decision of the consumer was fostered.

THEORETICAL FRAMEWORK





Figure 1 – The Theoretical Framework of the Study



Conceptual Framework

Exposure to advertisement through Media environment can cause and develop decision of consumers. The independent variable which is the advertisement was exposed clearly by media environment. The mediator variable, which is the media environment, serves to propagate information brought by the advertisement. At the same time, the exposure and other factors of advertisement serve also as mediator variable because it boldly attributes to the effectiveness of the advertisement. These mediator variables acts as an intervening or interfering factors, they simply affect and influence the advertisement and the decision of consumer, or the independent and dependent variable.
Moreover, fig.2 corresponds to chain of flow of variables. Media in the first box of the diagram was intervened by a frequent exposure of advertisement, which is in the first arrow. This repetition merely influenced by Mere Exposure theory, which promotes the highest possible exposure and familiarity of the advertisement. Thus, figure 2 implies that advertisement influenced media.
Nevertheless, the flow of sequence is continuous as media purposely expose advertisement with the use of different strategic factors. In the second arrow, that entails Exposure and other factors of advertisement, will probably help making those advertisement enticing thus it forms persuasion to consumers. However, the persuasion does not guarantee total conviction of consumers to buy those advertised product. It is because it applies the Perceptual concept Effect theory, which states that consumers and viewers have the ability to choose and to distinguish their preferred brand.
Moreover, in fig 2, perceptual concept effect theory can be applied to the decision of the student. The decision of the student is considered in this study as dependent variable. In one way or another flow of the diagram shows that variables are inter-related to each other.
In general, advertisement as independent variable and was mediated by media environment and exposure and other factors. Then, these variables now affect the dependent variable, which is the decision of the students. However, this pattern was dominated by Mere exposure theory and Perceptual concept effect theory.


CONCEPTUAL FRAMEWORK







Figure 2 --- The Conceptual Framework of the Study



Operational Framework
For a specific and efficient illustration of this present study, deconstruction and breakdown of information is needed, thus it provides for operational framework of the study. The independent variable is the whitening product’s advertisement. This whitening advertisement will be the main focus of the study, as well as its exposure to the viewers. The television, a media environment, is a mediator variable together with the frequency of exposure of the whitening product’s ads and messages, testimonies, models and others, that is labeled as other factors of advertisement . The frequency of exposure is based on the options such as regularly, occasionally, seldom and not at all bases. The messages, testimonies, models are the other factors of the advertisements acting as tools or instruments that add credibility of the whitening product’s advertisement.
Furthermore, through the efficiency and consistency of these independent and mediator variables, the dependent variable is now affected. The buying decision of the first year female students of Social Science Division of UPCC, as the dependent variable is somehow affected by the influences of the mediator and independent variables.
Relating to figure 3, whitening product’s advertisement intervenes and interferes the television environment. This interference of advertisement is through the concept of Mere exposure theory that advocates for maximum repetition of an add with television. Moreover, television is followed by, Frequency of Exposure and other factors of advertisements such as nature, messages, models, testimonials and others. These factors of advertisement help advertisers to make the advertisement a persuasive one. After all of this strategic process in the diagram, the dependent variable, which is the First Year Female Social Science Student of UPCC, is expected to have a certain action to be done. But their action or decision is also dependent to the proposed theory which is the Perceptual Concept Effect theory. This theory upholds the idea that consumer has the ability to screen different objects exposed by the television. Somehow, this theory implies that consumer has the capability to distinguish his/her own whitening brand preference.
At the end of the diagram, the relationship of advertisement and consumers is still related with each other. Their actions are reflection of what they have perceived. And it is through the decision of the viewer or consumer to either be dictated by the advertisement or to act upon in accordance to his/her own will.