Psychology of Celebrity Advertisement and Rural College Students |
Author(s): |
| Dr. S.T. Janetius , Jain University, Bangalore; S. Shilpa, NIT - Trichy |
Keywords: |
| Psychology, Celebrity Advertisement |
Abstract |
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It is a well-known fact that advertising increases consumer buying behaviour. Persuasion techniques play an important role in advertising and it is the key to change the attitude of people towards buying. The goal of persuasion is to attract and convince the consumers. The advertising companies use celebrity endorsement to target the young people who are attracted to hero-worship and are fascinated by information technology. Both are utilised well by the advertising agencies to target such population. This descriptive study was conducted, using a survey among a purposely selected sample of 258 college students, who view TV more than one hour a day, to identify the rural student psychology in understanding celebrity commercials. |
Other Details |
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Paper ID: IJSRDV5I10483 Published in: Volume : 5, Issue : 1 Publication Date: 01/04/2017 Page(s): 721-724 |
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