Sleeper effect: modes of endorsement and sources of message as determinants of purchase intent

Date of Publication

2006

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Psychology

Subject Categories

Advertising and Promotion Management | Psychology

College

College of Liberal Arts

Department/Unit

Psychology

Thesis Adviser

May Ann Garo Santiago

Defense Panel Member

Marshall Valencia

Abstract/Summary

This quantitative research studied the conditions that sleeper effect or delayed persuasion would most likely occur by manipulating the effect of endorser and mode of advertisement on consumers' purchase intent. There are 2 independent variables and each has 4 levels the endorser (celebrity, expert, student and CEO) and the mode of advertisement (implicit, explicit, imperative and co-present). There were 128 DLSU undergraduate students that participated and were chosen through convenience sampling and were randomly assigned into the 16 conditions. 4 x 4 Factorial Design ANOVA was the statistical test used in analyzing both the main and interaction effects of the types of endorser and mode. ANOVA was also used to measure sleeper effect by analyzing the difference between the initial exposure and after a passage of time. It was achieved from the generated data that the endorser and mode has no effect on the purchase intent of the respondents both after an exposure and after a passage of time. Results also yielded that sleeper effect did not occur on the respondents.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU14356

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

108 leaves: ill.; 28 cm.

Keywords

Endorsements in advertising; Advertising -- Psychological aspects; Persuasion (Psychology); Consumer behavior

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