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.

Highlights

  • There are numerous studies related to consumer behavior preferences of audiences

  • In the US, television commercials (TVCs) first gained mainstream marketing focus in the 1950s, when the percentage of Americans with a television grew from 9% in 1950 to 90% by the end of the decade (Library of Congress, 2018)

  • The impact of American TVCs was greatest during the golden era of the American television networks in the early 1980s, when most Americans had only the three major networks on their television sets

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Summary

Introduction

There are numerous studies related to consumer behavior preferences of audiences. These studies have often focused on younger demographics, because young consumers will bring in revenue over longer durations of time and are coveted more by multinational organizations. Today, these studies are less likely to be based on traditional television viewing consumption and instead focused on viewers of digital media. This study will analyze the consumer behavior preferences of undergraduate college students by analyzing students’ cognitive reactions to classic television commercials

Literature Review
Methodology
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