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CHAPTER ONE INTRODUCTION 1.1 Background of the Study The world today is flooded with advertisements in the mass media Television, films, videos, billboards, magazines, movies, music, newspaper, and internet are some of the channels through which producers advertise their wares to the public Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix i.e product, price, place and promotion As a promotional strategy, advertising serves as a major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision Advertising, sales promotion and public relations are masscommunication tools available to marketers Advertising through all media influence audiences, but television and recently the internet have become two of the strongest medium of advertising as it has massive reach and can influence not only the individual’s attitude, but also behaviour, life style, exposure and in the long run, even the culture of a country The evolution of advertisement dates back into ancient times Societies used symbols, and pictorial signs to attract their product users Over centuries, these elements were used for promotion of products In the early ages, these were handmade and were produced at limited scale for promotions Later on, this phenomenon gained strength more intensively for promotional purposes In today’s modern environment, advertisements have become one of the major sources of communicational tool between the manufacturer and the user of the products The major aim of advertising is to impact on buying behaviour; however, this impact about brand is changed or strengthened frequently in people’s memories Memories about the brand consist of those associations that are related to brand name in consumer mind These brand cognition influence consideration, evaluation, and finally purchases The principal aim of consumer behaviour analysis is to explain why consumers act in particular ways under certain circumstances It tries to determine the factors that influence consumer behaviour, especially the economic, social and psychological aspects When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy Traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e product liking and attitude toward purchase; which in the end leads to behaviours, like buying the advertised product As the market is surplus with several products or services, so many companies make similar functional claim; so, it has become extremely difficult for companies to differentiate their products or services based on functional attributes alone Differentiations based on functional attributes, which are shown in advertisement, are never long lasting as the competitors could copy the same Therefore, the marketers give the concept of brand image Like by creating the character of the caring mother, the marketer injects emotion into the consumer’s learning This in turn leads to highly exaggerated and utopian presentation of products A typical product is painted as having god-like capabilities or magic-wand like effect Unsuspecting consumers are then fed these packaged advertisements via the many channels available In the current era of information explosion and the world of media, advertisements therefore play a major role in changing the behaviour and attitude of consumers towards the products shown in such advertisements The advertisements not only change the way a product is consumed by user but also alter the attitude with which they look at the product All over the world, advertisements have been used since ages for a wide variety of brands For over the last two decades, a sharp increase in advertisements per brand can be witnessed Advertisements have great influence in purchasing decision of customers for particular brands It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise While qualified embellishments and appropriate mix of exaggeration is almost a necessity in advertisements, the utopian outlook of these advertisements more than cajole consumers into purchasing goods they really don’t need or goods that provide them with lesser satisfaction than a brand that runs more frank advert and promotions This study therefore seeks to pursue an investigation into how these utopian adverts have been a bane on intelligent consumer choices using the students of one of Nigeria’s most diversified and sophisticated Universities, University of Lagos as a case study 1.2 Statement of the Problem Advertising can be a pollutant of mental reasoning Just like the urban and rural landscape; it stuffs the skull like it stuffs the mailbox It holds sway over press, cinema, television, radio Nothing escapes its decomposing influence: in our time we have seen that sports, religion, culture, journalism, literature, and politics are ruled by advertising All are pervaded by advertising’s attitude, its style, its methods, its mode of argument – its utopic proclamations and declarations Meanwhile, we are always and uninterruptedly harassed by advertising: without stop, without truce, unrelentingly and never taking a vacation, advertising persecutes us, pursues us, attacks us in city and countryside, in the street and at home, from morning to evening, from Monday to Sunday, from January to December, from the cradle to the grave This subtle assault robs even the intellectuals of their ability to make informed decisions and choices no less to say young adults who are arguably average vacillators At least out of 10 students may not be able to give you one functional reason for choosing his mobile network service provider or the reason he saves his pittance of pocket money and upkeep and lavishes same on the latest mid-point phone Jumia keeps flaunting on his face when he accesses Google to some research, or he is watching a football match, or that catches his glance at the news stand on his way to class every lecture day It goes without saying that the above is infinitesimal in the scale of losses that emanates from unintelligent consumer choices spurred or sponsored by utopic advertisements The depth and extent of possible damage which could range from material to social, psychological, and even spiritual damages calls for investigation as it is a coolly brewing anomaly that may boomerang into a huge problem if left unexamined 1.3 Purpose of the Study The purpose of this study is to pursue an investigation into the influence of utopic advertisement as the bane of intelligent consumer choices using students of the University of Lagos as a case study The study seeks to establish what advertisement is, the utopic nature of recent advertisements, how this influences the mind and decisions, how this utopic advertisement costs consumers better decisions in terms of what they spend their money on despite better alternatives and suggestions of possible ways of ameliorating the effects of this cankerworm of utopic advertisements which seems to be eating gradually into the fabric of rational consumer decisions with students of the University of Lagos as case study 1.4 Research Questions The following research questions were answered during the course of the study: (i) Does an advertisement have any effect on consumer behaviour? (ii) How much influence does an average advert have on consumer choices? (iii) Is utopic advertisement the bane of intelligent consumer choices? (iv) Can consumers always make rational decisions, no matter how utopic/deceptive the advert is? 1.5 Research Hypothesis The following hypotheses were tested during the course of the study: Utopic advertisement will not have any significant effect on consumer choices Utopic advertisement significantly influence consumer choices Advertisement will not have any significant influence on intelligent consumer behaviour Utopic advertisement will have significant influence on University of Lagos undergraduate students 1.6 Significance of the Study We seem to be in the world where anything goes and the fittest survives at the expense of the weakest The jungle justice manifestation is sometimes loud or obvious but in recent times, the assault is more intellectual and a robbery of the mind This study is targeted at demystifying the influence of advertisements: particularly the mirage of perfection themed advertisements of recent times on intelligent consumer choices and in the course of it offer palliative measures to coping with same and introducing a breath of fresh air into the odoriferous mental arm-twisting of consumers by producers with the use of utopic advertisements This study is fresh and promises to incite the consciousness of all even beyond the walls of the University of Lagos that houses the students used as the case study for this investigation 1.7 Delimitation of the Study The scope of the study is to carry out an investigation on the influence of utopic advertisement as the bane on intelligent consumer choices, a case study of University of Lagos students The study depended both on primary data and existing publications and literature review on the influence of advertisement on consumer choices, particularly the effect/influence of utopic advertisements Instrument used were questionnaire, survey and one on one interviews 1.8 Limitation of the Study Due to lack of ready publications majoring on University of Lagos students in the topic of discourse, the research was pursued in light of general response to utopic advertisements and then narrowed down to University of Lagos Students The constraints of time and limited availability of requisite materials also limited the interviews and other primary sourcing of data 1.9 Operational Definition of Key Terms INVESTIGATION: A formal inquiry or systematic study INFLUENCE: The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself UTOPIC: Is an adjective that refers to a real or imaginary place or state that is considered to be perfect or ideal in nature It can be simply described as a mirage of perfection ADVERTISEMENT: A notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy BANE: Something that prevents full access to or use of something INTELLIGENT: Having the capacity for learning, reasoning, understanding especially to a high degree; possessing sound knowledge, aptitude in grasping truths, relationships, facts, meanings CONSUMER: A person who purchases goods and services for personal use CHOICES: An act of selecting between two or more possibilities CASE: An instance of a particular situation; an example of something occurring STUDY: A detailed investigation and analysis of a subject or situation UNDERGRADUATE: A university student who has not yet taken a first degree STUDENTS: A person who is studying at a university or other place of higher education CHAPTER TWO 2.1 REVIEW OF RELATED LITERATURE This chapter presents the review of related literature on the study; this was carried out under the following subheading • • • • • • • • • • • • • • • • • • • • • • • • • • • • Advertising Evolution of Advertising Advertisement in the 19th Century Advertisement in the 20th Century Advertisement on the radio from the 1920s Advertisement on Commercial television in the 1950s Advertisement on Cable television from the 1980s Advertisement on the Internet from the 1990s Advertising Theory Marketing mix Types of advertising Purpose of advertising Media and advertising approaches Rise in new media Regulation Semiotics Gender effects in the processing of advertising False /Deceptive/Utopic Advertising Regulation and enforcement State advertising regulations Emotional response Environmental response The dopamine effect Consumer behaviour and consumer decision making process The purchase decision Advertising implications Dispositional differences Developmental differences Advertising Is a form of marketing communication used to promote or sell something, usually a business's product or service Numerous studies have examined the effectiveness of advertising in the past decade The common measures of advertising effectiveness include ad recall, ad recognition, brand awareness, clicks or click through rate, attitude towards the ad and the brand, and purchase consideration The effectiveness of the ad, clicks on ad, and ability to recall ad are assessed by their ability to predict purchase decision Advertising, sales promotion and public relations are mass-communication tools available to marketers As its name suggests, mass communication uses the same message for everyone in an audience Today, definitions of advertising abound We might define it as communication process, a marketing process, an economic and social process, a public relations process or information and persuasion process viewed advertising from its functional perspectives, hence they define it as a paid, nonpersonal communication through various media by business firms, non-profit organization, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience is of the opinion that advertising is used to establish a basic awareness of the product or service in the mind of the potential customer and to build up knowledge about it Technology advancement had not given us new products and services, but they had changed the meaning of many words With increase in mass media, advertising effectiveness, as more traditional mass media, had reduced Now advertisers are looking for new and presumably less cluttered media The current age of digital media had given consumer choices to opt in and opt out of marketing messages and advertising Consumers are getting more control of what they want and when they want All these things are moving toward the interactive marketing As a promotional strategy, advertising provides a major tool in creating product awareness and condition the mind of a potential consumer to take final purchase decision As advertiser’s primary mission is to reach potential customers and influence their awareness, attitudes and buying behavior Ayanwale et al (2005) conducted research on advertisement of Bournvita, he found that advertising has a major influence on consumers’ likeness for Bournvita food drink Similar researches have already been conducted for the quality of Bournvita Loudon, Bitta, Foxall and Goldsmith,Ralphs, (1993) Opined that All the efforts to make an advertisement are centred on the sole aim of making it so effective and persuasive in a natural way so as to serve the motto of meeting the consumer psyche in a positive manner Every human community develops a system by which it provides and distributes goods and services In today’s advanced societies as the development goes on, this system is becoming very complex due to wide range of available goods in all fields To understand this system fully, it is required to study a person’s entire lifetime experiences on the consumption of economic goods It involves study of almost every activity towards consumables in which humans are involved (Loudon and Bitta,1994; Foxall and Goldsmith,1994; Ralphs, 1993) In Latin, ad vertere means "to turn toward" The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages ( Back cover advertisements for Canada Dry) Commercial ads seek to generate increased consumption of their products or services through "branding," which associates a product name or image with certain qualities in the minds of consumers Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies Non-profit organizations may use free modes of persuasion, such as a public service announcement 10 Disagree Agree Strongly Agree Total Source: Field Survey, 2016 Table 4.33 shows that, 19.2% of the respondents strongly agreed on the view that, it is true that consumer behaviour is subset of human behaviour hence the factors that affect individuals in their daily lives, also influence their purchasing activities, 65.8% of the respondents agreed, and 10.8% of the respondents disagreed, while 4.2% of the respondents strongly disagreed Table 4.34 Consumers buy products to meet an expectation created at advertisement of such produc Strongly Disagree Disagree Valid Agree Strongly Agree Total Source: Field Survey, 2016 102 Table 4.34 shows that, 18.3% of the respondents strongly agreed on the view that, Consumers buy products to meet an expectation created at advertisement of such product, 58.3% of the respondents agreed, and 20.8% of the respondents disagreed, while 2.5% of the respondents strongly disagreed Table 4.35 Utopic advertisements manipulates customer and consumer choices Frequency Strongly Disagree Valid Percent Valid Percent Cumulative Percent 1.7 1.7 1.7 Disagree 28 23.3 23.3 25.0 Agree 60 50.0 50.0 75.0 Strongly Agree 30 25.0 25.0 100.0 120 100.0 100.0 Total Source: Field Survey, 2016 Table 4.35 shows that, 25.0% of the respondents strongly agreed on the view that, utopic advertisements manipulates customer and consumer choices, 50.0% of the respondents agreed, and 23.3% of the respondents disagreed, while 1.7% of the respondents strongly disagreed This implies that consumer choices can be manipulated as a result of utopic advertisement 103 4.4 Test of Hypotheses In effort to arrive at the accurate and reliable findings from the data analyzed above, the data was subjected to statistical test (Chi-Square test) using SPSS software Version 20.0 to determine if there is any statistical relationship between the variables in each of the hypotheses At 95% level of confidence, if χ2C exceeds the tabulated value χ2t the null hypothesis will be rejected while the alternative Hypothesis holds otherwise vice versa Hypothesis One HO: Utopic Advertisement is not the bane of intelligent consumer choices H1: Utopic Advertisement is the bane of intelligent consumer choices Chi-Square Test: Utopic advertisement is the bane of intelligent consumer choices Observed N Strongly Disagree Expected N Residual 30.0 -28.0 Disagree 23 30.0 -7.0 Agree 79 30.0 49.0 Strongly Agree 16 30.0 -14.0 Total 120 Test Statistics 104 Chi-Square Df Asymp Sig a cells (0.0%) have expected frequencies less than The minimum expected cell frequency is 30.0 Interpretation of Result: The chi-square result in hypothesis one shows that χ2C = 114.333 while the table value at degree of freedom is 7.81 at confidence interval of α = 0.05, the null hypothesis will be rejected if the computed value of the test statistics χ2C exceeds the tabulated value χ2t Therefore, since χ2C > χ2t, the null hypothesis was therefore rejected, while the alternative hypothesis was accepted, which states that Utopic Advertisement is the bane of intelligent consumer choices Hypothesis Two HO: Advertisement does not have influence on intelligent consumer choices H1: Advertisement does have influence on intelligent consumer choices Chi-Square Test: Advertisement influences your buying decision as a consumer Observed N Strongly Disagree Expected N Residual 30.0 -27.0 Disagree 10 30.0 -20.0 Agree 79 30.0 49.0 Strongly Agree 28 30.0 -2.0 105 Total 120 Test Statistics Chi-Square Df Asymp Sig a cells (0.0%) have expected frequencies less than The minimum expected cell frequency is 30.0 Interpretation of Result: The chi-square result in hypothesis two shows that χ2C = 117.800 while the table value at degree of freedom is 7.81 at confidence interval of α = 0.05, the null hypothesis will be rejected if the computed value of the test statistics χ2C exceeds the tabulated value χ2t Therefore, since χ2C > χ2t, the null hypothesis was therefore rejected, while the alternative hypothesis was accepted, which states that advertisement does have influence on intelligent consumer choices Discussion of findings The study assess the influence of utopic advertisement as the bane of intelligent consumer choice, based on the chi-results results, the study made findings that Utopic Advertisement is the bane of intelligent consumer choices and advertisement does have influence on intelligent consumer choices, this findings support the view as noted by Daramola (2001), he reasoned that the right information contents of advertisement will persuade consumers about the utility value of the product which will in turn encourage them to buy and use the product or vice versa, thus persuasive messages are vital to a 106 product positioning especially if a advertiser’s objective is to build selective demand for a particular brand The findings also corroborates the view that advertisement is the effective source to influence the mind of viewers and give viewers exposure towards a particular product or service (Katke, 2007) 107 CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATIONS Summary This study focused on an investigation into the influence of utopic advertisement as the bane of intelligent consumer choices – a case study of University of Lagos undergraduate students Chapter one gave a background to the study through the examination of various perspectives on the variables of the study, research questions and hypotheses were generated to give direction to the study The benefits that could be derived from the study were highlighted under the significance of the study while delimitation and limitation of the study were enumerated The definition of operational terms ended chapter one The chapter two of the study examined the related literature to the study In this chapter, the sub-topics that were reviewed includes: Advertisement, Marketing mix, Types of advertising, Purpose of advertising, Media and advertising approaches, Rise in new media, Regulation, Semiotics, Gender effects in the processing of advertising, False /Deceptive/Utopic Advertising, Regulation and enforcement, State advertising regulations, Emotional response, Environmental response, The dopamine effect, Consumer behaviour and consumer decision making process, The purchase decision, Advertising implications, Dispositional differences, Developmental differences Chapter three focused on the methods and procedure of carrying out the research A survey research method was adopted A self-structured questionnaire was the instrument used for the study The content and construct validity was established through the study’s supervisor and experts from the cognate unit of the study Undergraduate students from the University of Lagos served as pilot group for establishing reliability of instrument at Chapter three ended with detailed explanation on procedure for data collection and data analysis Chapter four focused on data presentation and discussion of findings This was in two phases First was analysis of findings on demographic data of the respondents while the second was 108 data presentation of data and discussion of findings established that all the hypotheses were rejected and in turn significant Conclusion In 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Smith, R E., & Swinyard W R (1983) Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising Journal of Marketing Research,1,257-267 Statt, David (1977) Understanding the Consumer – A Psychological Approach London: Macmillan Press Stern, H (1962) The Significance of Impulse Buying Today Journal of Marketing,26, 5962 Taylor, John (1978) How to start and succeed in a business of your own p 293 https://www.amazon.com/ 112 Tirmizi, M A., Rehman, K U., & Saif M I (2009) An Empirical Study of Consumer Impulse Buying Behavior in Local Markets European Journal of Scientific Research,28 (4), 522-532 Umiker-Sebeok, D J (1987) Marketing and Semiotics Berlin: Walter de Gruyter & Co APPENDIX UNIVERSITY OF LAGOS, AKOKA FACULTY OF EDUCATION DEPARTMENT OF HUMAN KINETICS AND HEALTH EDUCATION 113 RESEARCH QUESTIONNAIRE Dear Respondent, I Adekoya, Aderinsola Adesuwa an undergraduate student in the above named department is carrying out a research titled “AN INVESTIGATION INTO THE INFLUENCE OF UTOPIC ADVERTISEMENT AS THE BANE OF INTELLIGENT CONSUMER CHOICES – A CASE STUDY OF UNILAG UNDERGRADUATE STUDENTS” and thereby present this questionnaire to collect information on the captioned research The research requests your cooperation in giving sincere answers to the items provided to ensure a plausible result All information given will be treated with utmost confidentiality Thank you Please tick (√) where appropriate SECTION A DEMOGRAPHIC CHARACTERISTICS OF THE RESPONDENT Department: Level: Age of respondent: 16-18 ( ) 19-21 ( ) 22-24 ( ) 25-27 ( ) 28-30 ( ) 31-33 ( ) 34-above ( ) Sex: Male ( ) Female ( ) Religion: Christianity ( ) Islam ( ) Other ( ) SECTION B Instruction: Please tick (√) appropriately Key SA- Strongly Agree A- Agree SD- Strongly Disagree D- S/ N Disagree ITEMS SA SA 114 A D SD Advertisement has a lot of effect on consumer behaviour People buy goods with good advertisement Demand for good is directly related to advertisement Consumers are heavily influenced by benefits promised them during adverts Are there utopic advertisements It is possible for adverts to be succinct, truthful, and without embellishments and exaggeration Utopic advertisement is the bane of intelligent consumer choices Utopic advertisements mislead consumers into buying goods they not need Advertisement influences your buying decision as a consumer You will ordinarily spend more on a good or service with convincing advertisement People choose a well-advertised new product over existing tested and trusted product Many adverts prime products more than necessary Consumer can always make rational decisions, no matter how utopic/deceptive the advert is It is impossible to advertise goods without embellishments 10 11 12 13 14 15 16 Advertising is to create understanding, liking, and selection of product or services Consumer buying behavior is based on the concept and idea that he/she simply decided to purchase a product or service at the spot 17 The major aim of advertising is to create positive attitude towards the ad and the brand until consumer purchases that product 18 Basic aim of advertising to encourage people to buy things and creates awareness 19 According to the traditional attitude theory consumer, behaviour is predicted from consumer attitude when consumers buy the brand, which they like the most A consumer liking a brand is not always based on the true features of the product but how convincing the advertisement of the product is Brand knowledge through advertisement helps in influencing consumer’s choice to purchase rather than the actual features or function of the product Emotional advertising is considered most effective as most consumer choices are emotionally decided 20 21 22 23 S/ N 24 There is a positive relationship between advertisement consumer choices ITEMS SA SA The feel-good effect of utopic advertisement overrides rational choice and thus swing consumer choices to buying goods they ordinarily 115 A D SD 25 26 27 28 29 30 wouldn’t consider An advertiser’s primary mission is to reach potential customers and influence their awareness, attitudes and buying behaviour As a promotional strategy, advertising provides a major tool in creating product awareness and condition the mind of a potential consumer to take final purchase decision All the efforts to make an advertisement are centred on the sole aim of making it so effective and persuasive to sway consumer’s choice to favour the product It is true that consumer behaviour is subset of human behaviour hence the factors that affect individuals in their daily lives, also influence their purchasing activities Consumers buy products to meet an expectation created at advertisement of such product Utopic advertisements manipulates consumer and consumer choices 116