The purpose of the following study is to provide advertisers with a better understanding of how Internet, television, and print media influence the perceptions of an advertisement and how those perceptions can influence purchasing behavior. This study uses Q Methodology, a methodology used to measure attitudes and beliefs. Three distinct groups emerged from the data labeled the Avoiders, the Traditionalists, and the Actives. Avoiders sought to bypass advertising, Traditionalists showed a liking toward traditional forms of advertising, and Actives were neither seeking out nor abstaining from viewing advertising. All three groups showed distrust toward Internet advertising.
Identifer | oai:union.ndltd.org:BGMYU2/oai:scholarsarchive.byu.edu:etd-4028 |
Date | 14 June 2011 |
Creators | Stevens, Ashley |
Publisher | BYU ScholarsArchive |
Source Sets | Brigham Young University |
Detected Language | English |
Type | text |
Format | application/pdf |
Source | Theses and Dissertations |
Rights | http://lib.byu.edu/about/copyright/ |
Page generated in 0.002 seconds