Are College Students More Motivated to Process Ads That Depict Social Affiliation Versus Ads That Don’t?

1. Are College Students More Motivated to Process Ads That Depict Social Affiliation Versus Ads That Don’t? Find eight print advertisements, four showing social interaction and four that do not show social interaction. These will be used as the experimental ads. Find an additional six ads for a variety of other products. These will be used as filler ads. Show the experimental ads displaying social interaction and the six filler ads to a minimum of 10 people. Using a second group of 10 people, show them the experimental ads that do not show social interaction and six filler ads.

2. For this study we will assume that we can measure motivation to process advertisements by how well study participants can remember the advertised brand. One day after viewing the ads, ask these same people to write down all the brands they recall being shown the day before. Use this information to determine whether social affiliation leads to greater motivation to process an advertisement among college students.

3. Ads showing social affiliation 10 people 6 filler ads Ads that do not show social affiliation 10 people 6 filler ads Measure Brand Recall 1 day later

4. What You Need To Do • Hypotheses: • Develop one or more hypotheses (predictions) as to what your results might look like (done prior to data collection). • When possible, hypotheses should be at the theoretical (not operational) level. • Justify your all your hypotheses using theory from class/text!!!!!!!!!!!!!! THIS IS KEY

5. Theoretical Level Increased Motivation Depiction of social affiliation Depiction of social affiliation Enhanced Recall Operational Level Operational vs. Theoretical Level

6. Stimuli: • Choose/Develop needed stimuli (e.g., ads, products). • You Need to put thought and time into this! • Internal Validity vs. External Validity • Theory Testing • Control • Generalizability • Realism VS.

7. Social Affiliation No Social Affiliation Bad Internal Validity

8. Social Affiliation No Social Affiliation Bad Internal Validity

9. Social Affiliation No Social Affiliation Good Internal Validity

10. Procedure: • Collect the data • Without jeopardizing internal validity, try to maximize external validity (e.g, filler ads). • Analyze/Present Results: • Convert raw data into meaningful information (aggregate data into appropriate groups) • Present meaningful information in most easily interpretable fashion (chart/table) that links back to hypotheses. • Were hypotheses support? If not, why not?

11. Did They Recall the Brand? Social Affiliation No Social Affiliation Cell Coke Beer McDonld Ad Ad Ad Ad Cell Coke Beer McDonld Ad Ad Ad Ad Dave Yes No Yes Yes Sue No Yes Yes No Sally Yes Yes Yes Yes Jim No Yes No Yes Tom Yes No Yes Yes Bob Yes No No Yes Gail Yes Yes Yes No Ally No No Yes Yes Beth Yes Yes Yes No Sam Yes No Yes No THIS IS THE RAW DATA – YOU NEED TO CONVERT THIS INTO MEANINGFUL INFORMATION

12. 70% 50% Percent of Ads Recalled Ads Do Not Depict Social Affiliation Ads Depict Social Affiliation

13. Discuss Implications: • If possible, discussion should relate back to the theoretical level and not simply remain on the operational level. Ex. As indicated by the recall data, depicting social affiliation in advertising increased college students’ motivation to process the advertisements. This suggests that marketers… However, not all products…

14. Going Beyond Social Affiliation Matches Target Mkt Doesn’t Matches Target Mkt