Sociology Research Project
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Step 1
State the Problem Often I find myself asking, “Why do people buy what they buy?” It is for this reason I decided that I am going to research how advertising effects consumers. I think this is important because society spends a lot of time either watching advertisements or viewing advertisements on billboards or newspapers. I will be focusing on what people are buying and how much advertisement is put out for what people are buying.
Step 2
Review of Literature In reviewing literature for my topic, I found three articles that were relevant to how advertisement effects how people buy. The first article I read was about how banners on the internet will effect what people buy. They discussed in this that the more people see an add, the higher the chance the consumer will buy the product that is being advertised. This article said, “Advertising awareness increased from a low of 12 percent (for the brand with the highest base of ad awareness) to a high of 200 percent for the previously unadvertised men's apparel brand (Briggs, Rex, and Nigel Hollis). The second
article I read was about the product slogans and how that could effect how people buy. It talked about all of the name changes that Coca-Cola went through in its past. In this article the author quotes Charles Whittier. He says, “A slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it (On Slogans, Murray).” The third article that I read was about if advertising really makes a difference. In this they did a study on consumers checking to
see how much they buy a targeted product in a three month period. In this study they found that a producer that has a high advertising rate will do better then a producer that depends on loyal consumers.
Bibliography -Briggs, Rex, and Nigel Hollis. "Advertising on the Web: is there response before clickthrough?(Special Issue: Research Untangles the World Wide Web)." Journal of Advertising Research 37.n2 (March-April 1997): 33(13). Expanded Academic ASAP. Thomson Gale. Mott Community College. 29 Nov. 2006
- Raphel, Murray. "On slogans.(Influence of advertising slogans)." Art Business News 32.1 (Jan 2005): 28(2). Expanded Academic ASAP. Thomson Gale. Mott Community College. 30 Nov. 2006
- WANSINK, BRIAN, and MICHAEL L. RAY. "ESTIMATING AN ADVERTISEMENT'S IMPACT ON ONE'S CONSUMPTION OF A BRAND." Journal of Advertising Research 40.6 (Nov 2000): 106. Expanded Academic ASAP. Thomson Gale. Mott Community College. 30 Nov. 2006
Steps 2 and 3 Hypothesis and Research
In the course of my research I expect to find that products that are highly advertised will be purchased by Mott students more than products that aren’t as frequently advertised. For my research, I plan on performing a survey on Mott Community College students. This survey will be used to find out what people are buying and how people may have encountered the products they are buying. This survey is going to be used to see if particular brands are being bought more than other brands.
Survey: Age: Sex: Annual income: 0 - 10000 10,000 – 20,000 Brands in your home: (list ten) Distance to school:
20,000 – 30,000
30,000 – 40,000
40,000 – above
State the Problem Often I find myself asking, “Why do people buy what they buy?” It is for this reason I decided that I am going to research how advertising effects consumers. I think this is important because society spends a lot of time either watching advertisements or viewing advertisements on billboards or newspapers. I will be focusing on what people are buying and how much advertisement is put out for what people are buying.
Step 2
Review of Literature In reviewing literature for my topic, I found three articles that were relevant to how advertisement effects how people buy. The first article I read was about how banners on the internet will effect what people buy. They discussed in this that the more people see an add, the higher the chance the consumer will buy the product that is being advertised. This article said, “Advertising awareness increased from a low of 12 percent (for the brand with the highest base of ad awareness) to a high of 200 percent for the previously unadvertised men's apparel brand (Briggs, Rex, and Nigel Hollis). The second
article I read was about the product slogans and how that could effect how people buy. It talked about all of the name changes that Coca-Cola went through in its past. In this article the author quotes Charles Whittier. He says, “A slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it (On Slogans, Murray).” The third article that I read was about if advertising really makes a difference. In this they did a study on consumers checking to
see how much they buy a targeted product in a three month period. In this study they found that a producer that has a high advertising rate will do better then a producer that depends on loyal consumers.
Bibliography -Briggs, Rex, and Nigel Hollis. "Advertising on the Web: is there response before clickthrough?(Special Issue: Research Untangles the World Wide Web)." Journal of Advertising Research 37.n2 (March-April 1997): 33(13). Expanded Academic ASAP. Thomson Gale. Mott Community College. 29 Nov. 2006
- Raphel, Murray. "On slogans.(Influence of advertising slogans)." Art Business News 32.1 (Jan 2005): 28(2). Expanded Academic ASAP. Thomson Gale. Mott Community College. 30 Nov. 2006
- WANSINK, BRIAN, and MICHAEL L. RAY. "ESTIMATING AN ADVERTISEMENT'S IMPACT ON ONE'S CONSUMPTION OF A BRAND." Journal of Advertising Research 40.6 (Nov 2000): 106. Expanded Academic ASAP. Thomson Gale. Mott Community College. 30 Nov. 2006
Steps 2 and 3 Hypothesis and Research
In the course of my research I expect to find that products that are highly advertised will be purchased by Mott students more than products that aren’t as frequently advertised. For my research, I plan on performing a survey on Mott Community College students. This survey will be used to find out what people are buying and how people may have encountered the products they are buying. This survey is going to be used to see if particular brands are being bought more than other brands.
Survey: Age: Sex: Annual income: 0 - 10000 10,000 – 20,000 Brands in your home: (list ten) Distance to school:
20,000 – 30,000
30,000 – 40,000
40,000 – above
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