Motivation and purchase intention in Filipino adolescents

Date of Publication

2010

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Psychology

Subject Categories

Psychology

College

College of Liberal Arts

Department/Unit

Psychology

Thesis Adviser

Maria Andrea S. Tirazona

Defense Panel Member

Chester Howard Manalo Lee

Abstract/Summary

This study explores the effect of media as an omnipresent influence in today's society, and how it plays as a vital role in motivating the public to behave in a particular manner based on the stimuli provided by television advertisements. The researchers focused on how media influences the adolescent population in terms of their consumer learning and intent to purchase a product based on both External and Internal Motivators.

The data gathered by the researchers indicates that if more importance is placed on the value of the product being advertised, adolescents have a higher tendency to express their intent to purchase the said product in the future. In addition to this, it was revealed that internal motivators have a strong relationship with intent to purchase a product based on its Product Value. First and latter borns, males and females in general, and middle and lower classes are all motivated to exude the behavior referred to in this study as Purchase Intention if a product being advertised is deemed to be worth every centavo that will be spent for a particular item or product in today's market.

Abstract Format

html

Note

AY 2009-2010 .

Language

English

Format

Print

Accession Number

TU15814

Shelf Location

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

Physical Description

122 leaves ; 29 cm.

Keywords

Television advertising--Philippines; Motivation research (Marketing); Communication-- Psychological aspects; Consumer behavior; Consumers--Attitudes

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