Motivation and purchase intention in Filipino adolescents
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 adol...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2010
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/9257 |
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| Institution: | De La Salle University |
| Language: | English |
| 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. |
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