1. 1
TABLE OF CONTENTS
TOPIC PAGE NUMBER
INTRODUCTION 2
METHODOLOGY 2
DATA COLLECTION PROCEDURE 2
DATA ANALYSIS PROCEDURE 3
FINDINGS 7
MANAGERIAL IMPLICATION 11
2. 2
INTRODUCTION
In this report we have quantitatively identified the differences in the emotional and rational level
entrenched in the four different television advertisements for the same product of the same
company. We have categorized consumers NFE(the personality variables) into high and low levels
and evaluated the interaction between emotional and rational content embedded in the four
television advertisements on consumer responses.
METHODOLOGY
In order to gather the necessary information needed for the research we have chosen structured
questions which include Likert scales (1-7) and have conducted surveys using Qualtrics and
Google Docs over the internet in order to collect data from 80 respondents.
DATA COLLECTION PROCEDURE
To quantitatively identify the differences in the emotional and rational levels embedded in the
advertisements we have applied instrument 1 which measures the perceived high or low levels of
rational content(RC) of an advertisement and instrument 2 which measures perceived high or low
levels of emotional content(EC) of an advertisement. In order to find the EC and RC we have
surveyed 6 respondents by creating a scales questionnaire of 8 questions putting 4 questions under
each instrument (1&2) for 10 advertisements. Then by using Qualtrics we have surveyed 80
respondents for consumer NFE (need for emotion) and by conducting ANOVA we found our
desired 4 advertisements with combinations of high/high, high/low, low/high, and low/low. After
this we have surveyed the same 80 respondents that we surveyed before but this time via Google
Docs and made them observe our 4 advertisements that we have selected. After this dividing the
3. 3
80 respondents into low NFE (40) and High NFE (40) we made them look at the 4 advertisements
and then we surveyed them under instrument 3(4 questions) which measures consumers purchase
intention and instrument 4 (5 questions) which measures consumers' attitudes towards the
advertisements.
DATA ANALYSIS PROCEDURE
First we need to derive the mean of NFC in the SPSS system and rank the 80 respondents according
to high (40) and low (40). For emotional content and rational content we chose 10 advertisements
and all 6 of us watched the advertisements. For each advertisement we derived the mean for each
advertisement and in the end we derived mean of all advertisements both for emotional and rational
content. After that we run the ANOVA. From the homogenous subset two tables are shown below:
ANOVA
MEAN_ALL_ADS_RATIONAL
Sum of Squares df Mean Square F Sig.
BetweenGroups 67.246 9 7.472 6.808 .000
WithinGroups 54.875 50 1.098
Total 122.121 59
ANOVA
MEAN_ALL_ADS_EMOTIONAL
Sum of Squares df Mean Square F Sig.
Between Groups 106.183 9 11.798 18.256 .000
Within Groups 32.313 50 .646
Total 138.496 59
5. 5
8.00 6 3.1250 3.1250
4.00 6 4.6250 4.6250
9.00 6 4.7500
3.00 6 5.0417 5.0417
10.00 6 5.2917 5.2917
2.00 6 5.8333 5.8333
1.00 6 6.4583
Sig. .678 .061 .243 .094
Means forgroups inhomogeneoussubsetsare displayed.
a. Uses HarmonicMean Sample Size =6.000.
From the tables above we can see 10 advertisements’ emotional and rational content being high
and low. The combinations are shown below:
AD RC EC
1 LOW (3.17) HIGH (6.45)
2 LOW (2.67) HIGH (5.83)
3 HIGH (4.54) HIGH (5.04)
4 LOW (3.5) HIGH (4.6)
5 LOW (3.58) LOW (2.95)
6 HIGH (4.96) LOW (3.08)
7 HIGH (5.75) LOW (2.25)
8 HIGH (5.13) LOW (3.12)
9 HIGH (5.92) HIGH (4.75)
10 HIGH (4.88) HIGH (5.29)
6. 6
From this table we got four advertisement each of them having high EC/high RC (H, H) high
EC/low RC (H, L), low EC/high RC (L, H) and low EC/low RC (L, L).
AD No. RC EC
10 HIGH HIGH
7 HIGH LOW
1 LOW HIGH
5 LOW LOW
We showed these 4 advertisements to the 40 low NFC and 40 high NFC respondents we have
derived earlier from the consumer NFC survey.
LOW NFC
40
Respondent Number RC/EC of ADs
1-10 HH
11-20 HL
21-30 LH
31-40 HL
HIGH NFC
40
Respondent Number RC/EC of ADs
41-50 HH
51-60 HL
61-70 LH
71-80 HL
After conducting the data in the above shown manner we also got our data for the consumer attitude
(CA) and consumer purchase intention (CPI). With the data collected from RC/EC, CA/CPI and
NFC, we run the multivariate test (MANOVA) in order to analyze the interaction between the
three.
7. 7
FINDINGS
In the findings we will first analyze the descriptive tests followed by multivariate test and tests of
between sub effects.
Descriptive Statistics
emotional_content rational_content nfe Mean Std. Deviation N
consumer_purchase_intentio
n
1.00
1.00
1.00 3.4500 1.74722 10
2.00 3.9000 1.27584 10
Total 3.6750 1.50678 20
2.00
1.00 4.4250 1.53229 10
2.00 4.8750 1.13192 10
Total 4.6500 1.33130 20
Total
1.00 3.9375 1.67582 20
2.00 4.3875 1.27598 20
Total 4.1625 1.48772 40
2.00
1.00
1.00 3.5250 1.69333 10
2.00 4.0750 1.09322 10
Total 3.8000 1.41561 20
2.00
1.00 3.5500 1.69476 10
2.00 3.8250 1.82973 10
Total 3.6875 1.72229 20
Total
1.00 3.5375 1.64891 20
2.00 3.9500 1.47256 20
Total 3.7438 1.55713 40
Total
1.00
1.00 3.4875 1.67504 20
2.00 3.9875 1.15984 20
Total 3.7375 1.44443 40
2.00
1.00 3.9875 1.63529 20
2.00 4.3500 1.57572 20
Total 4.1688 1.59565 40
Total
1.00 3.7375 1.65342 40
2.00 4.1687 1.37793 40
8. 8
Total 3.9531 1.52775 80
Consumer_Attitude
1.00
1.00
1.00 3.7600 1.81549 10
2.00 3.9800 1.48009 10
Total 3.8700 1.61607 20
2.00
1.00 4.4800 1.16695 10
2.00 5.0000 1.22202 10
Total 4.7400 1.19314 20
Total
1.00 4.1200 1.53060 20
2.00 4.4900 1.42086 20
Total 4.3050 1.46969 40
2.00
1.00
1.00 3.8800 1.96684 10
2.00 4.6000 1.52315 10
Total 4.2400 1.75151 20
2.00
1.00 4.0000 1.39841 10
2.00 4.1600 1.41986 10
Total 4.0800 1.37405 20
Total
1.00 3.9400 1.66208 20
2.00 4.3800 1.45081 20
Total 4.1600 1.55593 40
Total
1.00
1.00 3.8200 1.84322 20
2.00 4.2900 1.49592 20
Total 4.0550 1.67393 40
2.00
1.00 4.2400 1.27750 20
2.00 4.5800 1.35941 20
Total 4.4100 1.31340 40
Total
1.00 4.0300 1.57971 40
2.00 4.4350 1.41848 40
Total 4.2325 1.50558 80
Now we will conduct the multivariate test.It is shown below:
11. 11
In the testabove we analyze the effect of the combination of purchase intention and consumer
attitude on EC, RC and NFC. As from the MANOVA, we have observed that none of the
dependent and independent variables significance level is below 0.05, it indicates that the
independent variable which is the advertisement has no impact on the dependent variable
which is the consumer purchase intention and consumer attitude. None of the variables is
working independently and co-relatedly. Hence, in this case the selectedfour advertisement
is not impacting the consumer perception. Therefore, taking this scenario into consideration
we came up with these following managerial implications.
MANAGERIAL IMPLICATIONS
Grameenphone (GP) is currently using the intermedia for the exposure of their products and
services to their customers which ultimately get the tonic responses. The tonic response suggest
the long term response. And hence they might be successful in fostering responses that has a long
term impact on the consumers’ mind and fails to raise the phasic response which was the main
purpose of showing the advertise to the consumers. The underline reason behind this was the soul
concentration on the rational and emotional contents of the GP advertisements.
At present days, GP is on the maturity stage of the development which means that they have major
market share in the industry. In addition to that, they are very well-known/established brand. As a
result of which, consumer don’t really seek new information or pay any attention to the current
TV commercials. Hence whether the ad is emotionally or rationally embedded they do not actually
give any sort of immediate response. So, no impact on the consumer purchase intention and
attitude.
12. 12
GP advertisements have such contents which might influence someone emotionally or rationally
but it is not specially tied with the concept of telecommunication brand. People always tend to
overlook the fact that at the end of the day what was the product or services that was offered in the
advertisement. They only remember the emotional and fancy characters of the advertisement.
As a whole, being marketing researchers we would suggest GP to use intramedia to foster phasic
response by improving their structural features such as editing, cutting, zooming etc. Also, they
should telecast pop-up advertisement in between pick up hours. This will reduce their costs which
occurs when they telecast a 40 second advertisement on TV and also this will increase the sales
for GP.
At present from our research we found that the advertisements are not working for GP. So they
should focus on changing their current strategies and come up with something that brings about
the change GP is actually looking for.
