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
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
Recommended Citation
Capanzana, D. T., De Guzman, M. P., & Mendis, K. C. (2006). Sleeper effect: modes of endorsement and sources of message as determinants of purchase intent. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/7267