Psychology
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Item Psychological strategies in managing television commercial efficacy(Ife Psychologia, Ife Center for Psychological Studies, Ile-Ife & Psychologia Ltd, University of Cape Coast, Cape Coast, 2001-03) Ehigie, B. O.; Shenge, N. A,This paper examined advertisement presentation frequency (repetitive Versus non-repetitive), type of stimulus (familiar versus novel), and information source (credible versus non-credible) as psychological strategies of managing television commercial efficacy. Subject’s total score on recall of advert information, attitude to an advert, and intention to buy an advertised product was used as a measure of advertisement efficacy. By employing 2x2x2 factoral design, eight advert pieces were designed to reflect the levels of the independent variable. The result of the 2x2x2 analysis of variance (ANOVA) computed showed significant main effect of each of the independent variables on the dependent variable. Except the interaction effect between representation frequency and information source, all others were significant. It was finally suggested for advertisement practitioners to repeat advert messages, use familiar stimulus background information and perceived credible persons in disseminating advert messages. A total of 80 (40 males, 40 females) randomly selected secondary school students were used for the study.Item Multiple versus singular presentation of television commercials(African Society for the Psychological Study of Social Issues, 1999) Ehigie, B. O.; Shenge, A. N.This study experimentally assessed combined and singular measures of Television (TV) commercial efficacy. Eighty (80) senior secondary (SS) 2 students, randomly selected from two priavte secondary schools in Lagos metropolis, served as subjects. They watched experiment – specific commercials which had presentation, type of stimulus and source credibility as independent variables. Multiple measure consisted of a subject’s aggregate score on recall of advertised product information, attitude towards and intention to try advertised product. Singular measures were the individual scores on recall of advertised product information, attitude towards and intention to try advertised product. A ten item standardized questionnaire measured advertised product information while Belch’ s (1981) standardized differential scales measured attitude towards anti intention to try advertised product. Using Analysis of Variance (ANOVA) as tool for analysis, it was found that although there were some significant effects of the independent variables on the singlular measures of efficacy, their effects on the combined measures (efficacy) were strongest and more encompassing. The implication was that advertisers stand better chances of getting true advertising results when combined measures of efficacy are used than when singular measures are usedItem Development of a scale for measuring television commercial efficacy(African Society for the Psychological Study of Social Issues, 1996) Ehigie, B. O.; Shenge, A. N.