Assignment 1 Student-researcher group (maximum of 5 members) is required to submit a research proposal. They should follow the required content in Research Paper Proposal Outline. This research proposal will be submitted on week 6. 1 RESEARCH PROPOSAL OUTLINE Title Chapter 1 - INTRODUCTION AND BACKGROUND OF THE STUDY 1.1. Theoretical Framework / Conceptual Framework 1.2. Statement of the Problem 1.3. Hypothesis / Objectives 1.4. Significance of the Study 1.5. Definition of terms Chapter 2 - REVIEW OF RELATED LITERATURE Foreign and Local Literatures, Foreign and Local Studies Chapter 3 - METHODOLOGY 3.1. Research Design 3.2. Population and Sample 3.3. Research Instrumentation 3.4. Data Gathering 3.5. Data Analysis References (list of all the materials – such as books, journal, etc.) Appendix (letter of permission, survey, etc.) 2 Jubail University College – Male Branch Business Administration Department Royal Commission of Jubail Rhetorical Persuasion in Advertisements: Its Psychological Impact on Millennial Consumers A Requirement for the course BUS 321 (Business Research Methods) Submitted by: (ID number – Name - Specialization) 2nd Semester, 2020-21 Submitted to: Dr. Gilbert M. Talaue Assistant Professor Table of Contents 3 Page No. Chapter 1 - INTRODUCTION AND BACKGROUND OF THE STUDY……. 1 Theoretical Framework / Conceptual Framework……………………………2 Statement of the Problem……………………………………………………. Hypothesis / Objectives……………………………………………………… Significance of the Study……………………………………………………. Definition of terms…………………………………………………………… Chapter 2 - REVIEW OF RELATED LITERATURES …………………………. Foreign and Local Literatures, Foreign and Local Studies…………………… Chapter 3 – METHODOLOGY…………………………………………………….. Research Design…………………………………………………………… Population and Sample…………………………………………………….. Research Instrumentation………………………………………………….. Data Gathering……………………………………………………………… Data Analysis……………………………………………………………….. References ………………………………………………………………………….. Appendix …………………………………………………………………………… 4 Assignment 1 Student-researcher group (maximum of 5 members) is required to submit a research proposal. They should follow the required content in Research Paper Proposal Outline. This research proposal will be submitted on week 1 6. RESEARCH PROPOSAL OUTLINE Title Chapter 1 - INTRODUCTION AND BACKGROUND OF THE STUDY 1.1. Theoretical Framework / Conceptual Framework 1.2. Statement of the Problem 1.3. Hypothesis / Objectives 1.4. Significance of the Study 1.5. Definition of terms Chapter 2 - REVIEW OF RELATED LITERATURE Foreign and Local Literatures, Foreign and Local Studies Chapter 3 - METHODOLOGY 3.1. Research Design 3.2. Population and Sample 3.3. Research Instrumentation 3.4. Data Gathering 3.5. Data Analysis References (list of all the materials – such as books, journal, etc.) Appendix (letter of permission, survey, etc.) 2 Discussion What is research proposal? A research proposal is a paper proposing a research project that the student-researcher is interested and capable of doing. The first step in proposing a research is to propose a research topic to the instructor or adviser. Typically, three (3) topics are needed or required by the instructor or adviser. It is very important that the student-researcher will only propose a topic of his/her research that he/she is interested, capable and data are available. The student-researcher will present his/her proposed topics to his/her instructor. Upon discussion and evaluation of the proposed topics, 1 topic will be approved that the studentresearcher will pursue. Based on the approved topic, the student-researcher will formulate working title of his/her research. It is still considered as working title because as he/she goes on in his/her research, title maybe be revise or modified. Once the proposed working title is approved, the student-researcher can proceed on doing his/her research. Research title could compose of 5 to 15 words in length. Research proposal is typically consisting of three chapters and sub-topics for each chapter. Below is the outline and discussion: Chapter 1 – INTRODUCTION AND BACKGROUND OF THE STUDY This is the first part of the research. It introduces what the research is all about by generally giving the readers an overview of it, describing the problem situation from global, national and local forces. It also justifies why there is a need for conducting this research. 3 Related references can also be cited here to justify the need for doing the research. Further, a clinching statement that will relate the background of the research problem should be included. Chapter 1 has the following sub-topics: • Theoretical Framework. This part discusses the theories which are useful in conceptualizing the research. Theories from well-known personality that is related to the present study should be cited here. This part may be omitted if there is no theory related to the study. In the example research proposal entitled “Rhetorical Persuasion in Advertisements: Its Psychological Impact on Millennial Consumers”, the Cognitive Dissonance Theory (CDT) of Daiton & Zelley is related to it. • Conceptual Framework. This part identifies and discusses the variables related to the problem. A schematic diagram of the research or research paradigm is part of this. Research paradigm is a visual presentation of variables that interrelate with one another as perceived by the student-researcher. There are different ways to create research paradigm, such as fishbone diagram – to illustrate the causes of specific event; input-process-output diagram – to illustrate the materials needed, processes, and the output or result of process; and cause-and-effect diagram – to illustrate how the independent variables can affect the dependent variables. • Statement of the Problem. This part presents the statement of the main problem usually in declarative form in the first paragraph. The main problem should reflect the title of the research and its objectives. It should be stated in a way that it is not answerable by yes or no, rather, it should describe the current situations or reflect relationships or differences between and among variables. This part also includes 4 the sub-problems or the research questions that are to be answered specifically. The essential characteristic of a research question is that there should be some information that can be collected in an attempt to answer it. Basically, the research questions aim to come-up with description, or determine the differences, or find out correlations between variables. • Objectives of the Study. This part states what the research is aiming to. What we expect to achieve by a project. Research objectives are used as a statement of purpose in a study that does not have a hypothesis. • Hypotheses. This part states tentative answers to research questions, but it is only required for research questions that aims to find the relationship or difference. For the research question that aims only to describe, such as demographic profile, hypothesis is not required but objective instead. • Significance of the Study. This part should clearly state the importance or usefulness of the research. Beneficiary of the research should be identified and how they will be benefited, such as specific groups like community, school, respondents, and researchers. • Definition of Terms. This part defines the important terms taken from the title and statement of the problem. The terms should be arranged alphabetically should be define according to how it was used in the study. 5 Chapter 2 - THE REVIEW OF RELATED LITERATURE AND STUDIES This part includes the related literatures (information from books, internet, etc.) and studies (researches that are published and unpublished) from both foreign and local sources. It is arranged and synthesized thematically to conform to the specific problems. It should synthesize evidences from all the literatures reviewed to get an overall understanding of the state of knowledge in the research problem. It is required that the reviewed literatures are only those published within the last 10 years. Chapter 3 - METHODOLOGY OF THE STUDY This part will present the methods of the research to be use by the researcher to gather necessary data. The methodology will include the following: • Research Design. This part discussed the methods used in the study, either qualitative or quantitative or both. Research design such as descriptive should be discuss also and why is it appropriate for the current study. • Population and Sample. This part describes the locale of the study (place where the study was conducted) and the rationale of its choice. It should likewise describe the research population and the sampling methods or techniques used in determining the respondents or subjects of the study. • Research Instrumentation. This part should describe the instrument, what it measured, how it was interpreted, to whom it was administered, and how it was administered. A description of the instrument or parts of the instrument used is included. The type of instruments used in the study should be mention too, such as 6 the rating scales, interview schedules, tally sheet, performance checklist, documents and others. If the instrument used to gather data is made by the researcher, the test conducted to ensure the instruments’ (usually the questionnaires) validity and reliability should be stated. The level of reliability (probability) should be stated. At least three (3) experts on the field being studied should have evaluated the instrument. • Data Gathering. This part describes the procedure in gathering the data from the respondents. • Data Analysis. This presents the statistical tools or treatment employed in the analysis and interpretation of the collected data, such as SPSS. The tools used for data analysis for each of the problems should be described. References. This part list all materials used and reviewed by the researcher arranged alphabetically using the APA (American Psychological Association) style of referencing. Appendix. This part should contain letters and other form of communications, instruments used, sample computations, and table and figures that maybe not be part of the main body of the research. 7 Jubail University College – Male Branch Business Administration Department Royal Commission of Jubail Rhetorical Persuasion in Advertisements: Its Psychological Impact on Millennial Consumers A Requirement for the course BUS 321 (Business Research Methods) Submitted by: (ID number – Name - Specialization) 391000001 - Mohammed AlZharani - BUS 391000002 – Pening Garcia - ACCT 391000003 – Marilou Wang - LSCM 391000004 – Zuzomo Rai-rai - BUS 40111100 - Ahmed AlSaguob - MIS 2nd Semester, 2020-21 8 Submitted to: Dr. Gilbert M. Talaue Assistant Professor Table of Contents Page No. Chapter 1 - INTRODUCTION AND BACKGROUND OF THE STUDY……. 1 Theoretical Framework / Conceptual Framework……………………………2 Statement of the Problem……………………………………………………. Hypothesis / Objectives……………………………………………………… Significance of the Study……………………………………………………. Definition of terms…………………………………………………………… Chapter 2 - REVIEW OF RELATED LITERATURES …………………………. Foreign and Local Literatures, Foreign and Local Studies…………………… Chapter 3 – METHODOLOGY…………………………………………………….. Research Design…………………………………………………………… Population and Sample…………………………………………………….. Research Instrumentation………………………………………………….. Data Gathering……………………………………………………………… Data Analysis……………………………………………………………….. References ………………………………………………………………………….. Appendix Chapter 1 …………………………………………………………………………… THE INTRODUCTION AND BACKGROUND OF THE STUDY Introduction and Background Rhetorical persuasion is a tool that helps us formulate our thoughts so that we can clearly present our position in a persuasive way. Persuasion is defined as the process by 9 which a person's attitudes or behavior are, without force, influenced by communications from other people. Persuasion is one of the most extensively researched areas in social psychology. According to psychologist Gordon Allport, social psychology uses scientific methods "to understand and explain how the thoughts, feelings, and behavior of individuals are influenced by the actual, imagined, or implied the presence of other human beings." Essentially, social psychology is about understanding how each person's individual behavior is influenced by the social environment in which that behavior takes place (Cherry, 2020). Social psychology is largely the study of the social situation. Our social situations create social influence—the process through which other people change our thoughts, feelings, and behaviors and through which we change theirs (Stangor, 2011). In other words, studying the science of why people make choices will provides insights into how messaging shapes people’s beliefs, attitudes and behaviors. Understanding the science behind influence leads to more effective and lasting change. By studying how individuals think, influence and relate to one another can lead to effectively persuading them. In the study of Chamorro-Premuzic (2015), scientific meta-analyses show that we are more likely to be persuaded when requests are congruent with our values, self-image, and future goals. In other words, people are easily persuaded of that which they wanted to do in the first place. To be an effective persuader, you cannot use the same techniques to all people at all time. You have to customize the message that fits the demographics, interest and values of the audience. The Greek philosopher during the classical period, Aristotle, identified three methods in which people can be persuaded: (1) ethos – an appeal based on credibility; (2) 10 pathos – an appeal based on emotions; and (3) logos – an appeal based on logic. As part of the process of analyzing the audience, it is very important to consider these methods – or what combination – will work best to persuade each person or group (Newman, 2015). Aristotle’s rhetorical persuasion is a tool that helps us formulate our thoughts so that we can clearly present our position in a persuasive way. The concepts of rhetorical persuasion were first described by Aristotle in one of the first great books about titled “Rhetoric”, which was written in the 4th century B.C (Expert Program Management, 2017). One of the areas that greatly applies rhetorical persuasion is advertising. Advertising, being a form of marketing communication, always persuades its consumers to use the products and services negatively or positively. Advertisements are intended to draw attention, alter manner and to rule our behavior. Advertisement has many forms some of these are: social media advertising; native advertising; display advertising; print advertising; broadcast advertising; and outdoor advertising. According to Ashley (2016), advertisers who want persuade their customers to buy their product applies the Aristotle’s rhetorical persuasion. An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuading you to send money. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the “straight facts” about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs. An 11 advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. The aim of this study is to evaluate the psychological impact of rhetorical persuasion to the millennial consumers – born between 1997-1995 or under the age of 38 as of 2020. It will further aim to analyze how advertisement’s applied persuasion technique can effectively or ineffectively persuade the respondents. Through this study, the research will endeavor to understand how rhetorical persuasion correlates with other variables. As the researcher investigate the psychological influence of rhetorical persuasion to the respondents, it will provide a clear insight for those involved in communication and advertising. Theoretical Framework Dainton & Zelley (2005) assumed that to persuade others to do something, an outside source simply has to provide enough ammunition to change another’s attitudes or beliefs. For example, public health campaigns often presume that the best way to get a smoker to quit is to infuse the smoker with information about mortality rates, health problems, and the social stigma associated with smoking in order to change the person’s attitude about cigarettes. If the smoker’s attitude changes, surely, he or she will stop smoking. Cognitive dissonance theory (CDT) explains that persuasion is not simply the result of injecting new or refined beliefs into others. Instead, CDT predicts that influence is often an intrapersonal event, occurring when incongruence between our attitudes and 12 behavior creates a tension that is resolved by altering either our beliefs or our behaviors, thereby effecting a change. Dainton & Zelley’s model is important in this study, as it can reveal how to persuade the target receivers of the message and influence their behavior. Figure 1: Dainton & Zelley’s CDT Theory Conceptual Framework Various studies affirm rhetorical persuasion in advertising can psychologically influence customers. The researches show that most of the customers are influenced by both emotional and rational advertising appeals (Doan, 2017; Rahman & Pail ,2019). Advertising explores the art of influencing human behavior to make certain purchase decisions (Dekrey, 2020). 13 The present study aims to determine the psychological impact of rhetorical persuasion to the millennial consumers. In order to determine the psychological impact of rhetorical persuasion, it is deemed necessary to identify the millennials’ demographic profile, their perceptions towards advertisement and their preferred rhetorical persuasion. It also aims to identify if there any association of respondents’ demographic profile to their preferred rhetorical persuasion. It will further aim to analyze how advertisement’s applied persuasion technique can psychologically persuade the respondents - millennials. The study as conceptualized is illustrated in the Research paradigm in Figure 2 utilizing the “Cause and Effect Relationship of Independent and Dependent Variables” model. It is assumed that demographic profile of the respondents has psychological impact on their perception and preference of rhetorical persuasion. Thus, advertisements that used rhetorical persuasion can psychologically influence the respondents – millennials. Independent Variables Dependent Variables 14 Demographic profile of respondentsmillennials ( ) in terms of: a. Gender b. Age c. Monthly personal allowance Respondent’s perception to advertisement Psychological impact of Rhetorical Persuasion (ethos, pathos, logos) on advertisements to the millennial respondents Respondent’s preferred rhetorical persuasion Figure 2: Paradigm of the Study Statement of the Problem The main objective of the study is to determine the impact of rhetorical persuasion in advertising to psychological aspects of millennial consumers. Specifically, the following problems will be answered: 1. What is the demographic profile of respondents in terms of the following variables: 1.1. gender; 1.2. age; 1.3. monthly personal allowance? 2. What is the perception of respondents with regards to advertisement? 3. What is the preferred rhetorical persuasion of the respondents? 4. Is there an association between respondents’ demographic profile and their preferred rhetorical persuasion? 15 5. What is the psychological impact of rhetorical persuasion in advertisement to the respondents? Objectives of the Study The main objective of this study is to determine the psychological impact of rhetorical persuasion to the millennial consumers. In order to determine the psychological impact of rhetorical persuasion, it is deemed necessary to identify respondents’ demographic profile, their perceptions towards advertisement and their preferred rhetorical persuasion. It also aims to identify an association between respondents’ demographic profile to their preferred rhetorical persuasion. It will further aim to analyze how advertisement’s applied persuasion technique can psychologically persuade the respondents. Hypotheses The hypotheses will be tested in their null form at the 0.05 level of significance: 1. There is no association between respondents’ demographic profile and their preferred rhetorical persuasion. Significance of the Study By investigating the psychological impact of rhetorical persuasion to the millennial consumers, the researcher believe that this inquiry will be important to advertising, communicators, and educational or training institutions. This research can help advertisers and communicators to better understand their target audience, thus it will also enable them 16 structure their advertisements and brands to make it more appealing in order to influence consumers buying behavior. For educators, this research might be able to help them to understand millennial learners and be able to convey lessons effectively. Additionally, this study will give the researcher an opportunity to explore and gain new knowledge. Finally, it can be utilized for future study and can serve as reference. Definition of Terms Significant terms used in this study are hereby defined by the researchers operationally and contextually for the purposes of clarity and common understanding of their meanings and contribution to the study. Advertisements. Refers to the written or visual messages dedicated to promoting a specific product, service, or campaign Millennial. Refers to a person whose age is between 21-37 years old as of 2020. Born between 1997-1995 Millennial Consumers. Refers to a person who purchases goods and services for personal use whose ages range from 21 to 37 as of 2020. Monthly personal allowance. Refers to the money for personal expenses being received by the respondents from their parents, government, or salary from job. Psychological Impact. Refers to the effect caused by environmental and/or biological factors on individual’s social and/or psychological aspects. 17 Persuasion. It is a process aimed at changing a person's attitude or behavior toward some event, idea, object, or other person, by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof. Rhetorical Persuasion. Refer to the three types of persuasive strategies – ethos, logos and pathos - used in arguments to support claims, convince the receiver, and affect his or her behavior. Rhetorical Persuasion in Advertisement. Refers to advertisement that incorporated the rhetorical appeals in order to elicit a desired action, usually purchasing a product. 18 Chapter 2 THE REVIEW OF RELATED LITERATURE AND STUDIES This chapter presents the related literature and studies which may have direct or indirect significance with the study. FOREIGN RELATED LITERATURES Social Psychology The major question social psychologists asked is “how and why are people’s perceptions and actions influenced by environmental factors?” (Maryville, n.d.) According to psychologist Gordon Allport, social psychology uses scientific methods "to understand and explain how the thoughts, feelings, and behavior of individuals are influenced by the actual, imagined, or implied the presence of other human beings." Essentially, social psychology is about understanding how each person's individual behavior is influenced by the social environment in which that behavior takes place. In short, people can have a dramatic influence on the way you act and the choices you make. The people around us shape our thoughts, feelings, moods, attitudes, and perceptions (Cherry, 2020). Social psychology is concerned with social influences on individual behavior. It addresses issues of attitude, perception, memory, prejudice, personality, emotion, conformity, learning, socialization, persuasion, and cognition (Powell, 2007). Social psychology is an empirical science that attempts to answer a variety of questions about human behavior by testing hypotheses, both in the laboratory and in the field. Such approach to the field focuses on the individual, and attempts to explain how the 19 thoughts, feelings, and behaviors of individuals are influenced by other people (iresearchnet.com, n.d.) Rhetorical Persuasion in Advertising Aristotle, identified three methods in which people can be persuaded: ethos, pathos, and logos. It is very important to consider these methods to persuade each person or group (Newman, 2015). Persuasion is a fundamental human process that affects almost all aspects of social interaction. In interpersonal relations, mass communication, politics, economics, and even international relations, people attempt to influence the thoughts and behaviors of others. Persuasion usually is concerned with changing the attitudes and consequently the behavior of people in a context of relative freedom (Perloff, 2013) One of the areas that greatly applies Aristotle’s rhetorical triangle is advertising. Advertising is a form of persuasive and non-personal communication which is generally paid to encourage products and services by means of diverse media. Though the first advertising evidence was found dates back to 3000s BC. But, the first advertisement in English went into print in 1472, in order to sell a prayer book. The profession of advertising begun in the United States in 1841 (Hayko, 2010, p. 79). In advertising, persuasion has been immense ongoing mysteries of rhetoric and interrelated to various discipline (Sloane, 2001). Advertisement is always expected to establish connectivity between communicators and receivers. These receivers as consumers are geographically scattered in different locations but the advertisement goes there through different mass media to manipulate them. Materialistic public are basically manipulated by advertisement in manipulating people’s strongest needs and greatest terror to persuade them to buy the favored goods and 20 services in this capitalistic world (Kanner & Soule, 2004). In this way, any market capitalizes everything and transfers people to consumer only (Tom & Eves, 1999, p. 42) concluded that "the advertisements that incorporate rhetorical devices perform better than advertisements that do not for both measurements of recall and persuasion". The Elaboration Likelihood Model claims that there are two paths to persuasion: the central path and the peripheral path. (The Coaching Room, 2017). The central route to persuasion consists of thoughtful consideration of the arguments of the message – also known as logos appeal. The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive – ethos appeal. Advertising is helping us to buy more than just products or experiences, and helping us to buy more than just consumption. Advertising is one of the most prevalent form of rhetorical practice and everyone will point to when asked to identify persuasive discourse which usually urges its audience to take action, whether that action is to buy, to develop a belief in the integrity of, or to form an attitude about, a particular product, brand, or even experience (Wills, 2011) Psychology of Advertising A basic advertisement involves a lot of strategy and thought, as well as more planning than one may assume. From the color scheme and visuals to the actual words used, each component of an advertisement is designed to appeal to the consumer in a unique way. Every aspect is specifically designed using basic principles of psychology to generate 21 a desired reaction or response. While there are many potential psychological elements to incorporate, the use of emotions, persuasion and authority, memories, and colors are a few of the more common ones (Glint Advertising, 2017). Psychology explores human nature, the psyche, and why people behave the way they do. Advertising explores the art of influencing human behavior to make certain purchase decisions. It's no surprise that these two areas converge. Psychology explores human nature and why people behave the way they do (Dekrey, 2020). One of the current views on effective advertising is psychological approach. Psychological approach aims at identifying advertising effects at the individual level. Specific advertising stimuli are related to specific and individual consumer responses. It also seeks to articulate the intrapersonal, interpersonal, or group-level psychological processes that are responsible for the relationship between ad stimuli and consumer responses (World Supporter, 2014). According to O’Regan (2019), there are two basic models that explain how people process information - thinking and feeling models. Chances are advertisers lean towards one model, depending on their product and audience. Thinking approaches of advertisements allow consumers to use logic and reason to buy the product based on features or solving a problem. Thinking approach highlight features, benefits, or information, also known as logos. Feeling approaches use emotion to capture consumer behavior. Feeling approach leverage some type of emotion (humor, fear, love, etc.) that will lead a consumer to buy your product, also known as pathos. 22 Advertiser and marketers, often rely on persuasion techniques identified by social psychologists to encourage or persuade target market to buy their product by appropriately designing advertisement that would influence the audiences’ behaviors. Millennial Consumers Millennials are 18-34 years old as of 2017. By 2020, they are already 21-37 years old. Born between 1997-1995 or under the age of 35 as of 2017 (Nielsen, 2018; Rauch, 2019). Compared with previous generations, millennials are living their lives differently and, overall, they’re reaching milestones later in life. For example in US, in 2016, only 8% of millennials were parents, which is notably lower than the 22% of consumers of the same age back in 1975. Millennials represent 26% of households across America, a figure that’s grown 2% since 2016. And not only do millennials hold great potential as the new wave of parents, they also carry their fair share of weight when it comes to FMCG (fast moving consumer goods) spending—which will grow as they progress in their careers. Millennials are also more active than older generations on social media, which affects the way they look for information when shopping. For instance, Millennials are significantly more likely to conduct an online search than the broader population when shopping for common items such as food or cleaning products. Therefore, capturing their attention and spending is of growing importance. FOREIGN RELATED STUDIES According to Agwu, et. al (2014), consumer behavior makes us to understand the way consumers react to advertising, their relationships between firms and how it influences 23 consumer decision making. They further found that when an advertisement suggests that the product is relevant to consumers’ need, such advertisement is more likely to attract consumer’s curiosity to know more about the products and a subsequent purchase of the product. In 2016, Hornik, Ofir, & Rachamim, found out in their study that emotional appeals, led by sex and humor, appear to be more effective than fear and rational appeals. According to Lee, Hosanagar, Kartik, & Harikesh (2017), in their study about advertising content and consumer engagement on Social Media, they found out that directly informative content—like mentions of price and deals—is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality–related attributes. According to Doan (2017), in his study on rhetoric in advertising, it showed that rhetoric methods can influence the emotions of consumers. Advertising that uses rhetorical persuasion technique, especially visual rhetoric, can psychologically influence viewers. Based on the study of Enschot, Hoeken, & Van Mulken (2010) rhetorical persuasion do seem to make a difference. The attitude towards advertisement with visual tropes or metaphors is higher than towards ads without a rhetorical figure. In the study of Lee & Heere (2018), their results suggested that emotional advertising led to a higher attitude toward the advertisement, brand attitude, purchase intention, and merchandise consumption than both rational and combination advertising. It was also revealed that combination advertising led to a higher attitude toward the advertisement than rational advertising. 24 In the study of Rahman & Pail (2019), they randomly surveyed 82 people in various regions in Bangladesh, who frequently do online purchase through social media. The research shows that most of the customers are influenced by both emotional and rational advertising appeals. It has also been observed that all categories customers are influenced more by those emotional advertisements that depict sociality and in rational positioning, all are influenced that demonstrating the product uses, benefits and features. The age group ‘less than 30 years’ and the ‘students’ are more influenced by emotional than from rational appeals. According to Romanova & Smirnova (2019) ethos, logos and pathos overlap and co-exist in the course of persuasive interaction, it can be difficult to establish the boundaries between them. To achieve the desirable effect in advertising it is necessary to employ combinations of persuasive techniques to maintain a balance between the ethos, logos or pathos components of argumentation. To achieve the desired impact, it is also essential to be aware of different types of consumer types. Seeking common ground and personal involvement are key to most advertisements, while the use of emotional techniques – such as appeal to benefit, desires or time awareness – can differ depending on the type of potential customer. In the study of Torto (2020), he concluded that although pictorial images, graphic and color designs and other techniques form component parts of print advertising, it is the language of the advertisement that enables consumers to identify a product and remember it. Language plays a crucial role since it functions as the medium for the transmission of the advertising message. 25 LOCAL RELATED LITERATURES Saudi Arabia is the largest country in the Gulf region with a population of 33 million, and the largest economy in the Arab World with a GDP of $ 782 billion. It is America’s 22ndlargest goods trading partner and the second-largest U.S. goods export market in the Gulf region. In 2016, Saudi Arabia imported approximately $$7.8 billion of consumer-oriented food products (export.gov, 2020). In terms of population, Saudi Arabia has the largest in the GCC region and counts 29 million residents with an annual population growth rate of 3.3%. Over 50% of the population is under 25 years old, and the youth of KSA are particularly susceptible to Western consumer trends (FoodEx Saudi, 2020). Saudi Arabia is the only market in the Gulf region that can realistically provide investors with substantial long-term growth prospects. A proof that Saudi Arabia is a promising market for businesses. LOCAL RELATED STUDIES AlDossry (2012), found that the younger generation in the Kingdom of Saudi Arabia is more likely to adopt consumerism than older generations. He also found out the many of the heads of households appreciate and respect public figures - public figures as role models. Thus, he suggested that leaders’, intellectuals’, and famous people’s opinion can be effectively used to encourage families to rationalize consumption and apply the necessary behaviour for the rationalization of consumption. According to Bahaddad, Houghton, and Drew (2013), traditional & cultural factors in Saudi Arabia are considered to be major challenges for SMEs, and represent a significant factor in attracting the consumer. 26 In the study of Akram (2015) on Islamic challenges to advertising - a Saudi Arabian perspective, he concluded that there are several factors to be considered when developing advertising messages and content for the conservative segment of Islam. The considerations are as follows: avoidance of Islamic creedal taboos and displays of immorality; avoiding usage of musical instruments and taboo entertainment; women must be dressed appropriately, and gender roles must be in conjunction with Islamic texts; and avoiding deceptive marketing, defaming competition, and ambiguous transactions. In the study of Iyad (2017), on WOM Effectiveness in Improving the Purchasing Behavior: Comparative Study on the Private Hospitals Inpatients in Jordan and Saudi Arabia, it shows that there is a statistical impact of word-of-mouth on improving the purchasing behavior to select the suitable hospital in countries of comparison, and the personal factors of inpatients in Jordan and Saudi Arabia. The result of the study of Rahman & Naaz (2019) shows that there are positive and significant impacts of an advertisement on Saudi consumers. These impacts also lead to influence the buying behavior of the consumer and build the behaviors of society regarding product and services. It also influences the purchase decision of Saudi consumers. In addition, it can be said that the advertisement helps the consumers to choose or select their right product to satisfy needs or want. Chapter 3 27 METHODOLOGY OF THE STUDY This chapter presents the methods of research that will be used by the researcher to gather necessary data. The methodology includes discussion of the research design, the source of data, including the population sampling and locale of the study; the data gathering instrument and means for data collection; and the tools used for data analysis. Resign Design This study will use the quantitative method to generalize results from a sample of population of interest and descriptive research design. Descriptive research may be characterized as simply the attempt to determine, describe, or identify what is. It also aimed at casting light on current issues or problems through a process of data collection that enables them to describe the situation, thus it is appropriate for this study. Correlational and linear analysis will be use too, in order to understand the relationship between variables and their indicators. Population and Sample The students of XXX University will be the respondents of the study, since their ages can be categorized as millennials, majority if not all. Respondents will be selected based on their age range, since according to Nielsen Company (2018), millennials are those 18-34 years old of 2017. Therefore, as of 2020, these group already ages 21 to 37 years old. Respondents whose ages are not within the millennial bracket will not be counted or considered as part of the study. The exact number of respondents can only be determined once the feedbacks were gathered. 28 Research Instrumentation Survey questionnaire will be use as data gathering instrument (refer to Appendix). To validate the survey, research instructor or adviser will assess it. To test for reliability, survey questionnaire will be piloted to small number of students. The survey questionnaire is divided into four sections. The first section, will ask about the demographic data of the respondents such as gender, age, monthly personal allowance. The second section will seek to ask the respondents’ perceptions on advertisement. Likert scale will be used for survey items # 6, 8, and 10 and will adopt the following interpretations: 5 - Strongly important (advertisement is perceived as very important in promoting products); 4 - Important (advertisement is perceived as important in promoting products, but not most of the time); 3 – neutral (respondent perceived advertisement as neither important or not); 2 – Not important (advertisement is perceived as not important in promoting products); and 1 – Strongly not important (advertisement is perceived as not important at all in promoting products). The third section of the survey will aim to find out the psychological impact of rhetorical persuasion to their behavior. Likert will also be used for survey item # 14, 15, and 16 and will adopt the following interpretations: 5 - Strongly effective (rhetorical persuasion is perceived as very effective tool in influencing their behavior, particularly purchasing); 29 4 - effective (rhetorical persuasion is perceived as effective tool in influencing their behavior, but no most of the time); 3 – neutral (rhetorical persuasion is perceived as neither effective tool or not in influencing their behavior, particularly purchasing); 2 – Not effective ((rhetorical persuasion is perceived as not effective tool in influencing their behavior, particularly purchasing; and 1 – Strongly not effective ((rhetorical persuasion is perceived as not effective at all in influencing their behavior, particularly purchasing). For the interpretation of the Average Weighted Mean (AMW) the following descriptive points will be used: Relative Value Statistical Limit Interpretation 5 4.3 – 5 Strongly important / Strongly effective 4 3.5 – 4.2 Important / Effective 3 2.7 – 3.4 Neutral 2 1.9 – 2.6 Not important / Not effective 1 1.0 – 1.8 Strongly Not important / Strongly not effective The last part of the survey is three different print advertisement of well-known shoe brand. Respondents will choose the most appealing advertisement for them and narrate their reasons in the open-ended question. Data Gathering To administer the survey questionnaire, the researcher will seek permission and approval from the Deputy of Academic Affairs. Upon approval, the survey will be 30 uploaded in Google Forms - a survey administration software developed by Google, an American multinational technology company that specializes in Internet-related services and products. Announcement through email will be sent to all students. The emailed announcement will contain message informing the purpose of the survey and link that students will click-on to participate in the survey. Two-week time-frame will be allotted for data gathering. After two weeks, responses will be downloaded from the google forms. Responses that will be downloaded in Excel spreadsheet will be scrutinize for missing or invalid entries. Data Analysis For analysis of the data, appropriate statistical tools will be identified. Statistical Package for the Social Sciences (SPSS), will be utilize to analyze the data that will be gathered. References: Agmu, E., Ikpefan, O., Atuma, A., & Achugamuno. B. (2014). Conceptual Review of the Effects of Advertising on Consumer Buying Behaviour. International Review of Social Sciences, 2 (11) 31 Akram, A.C. (2015). Islamic challenges to advertising: A Saudi Arabian perspective. Journal of Islamic Marketing. 6. 166-187. 10.1108/JIMA-03-2014-0028. AlDossry, T. M. (2012). Consumer Culture in Saudi Arabia: A Qualitative Study among Heads of Household. University of Exeter, UK [Ph.D. Disertation] Ashley, J. (November 3, 2016). Advertising Persuades Human Behavior. Retrieved from https://medium.com/@James.Ashley/advertising-persuades-humanbehavior772c5cbe65fd Bahaddad, A., Houghton, L. & Drew, S. (2013). Attracting Customer in Saudi Arabia to Buy from Your Business Online. International Journal of Business Management. 8. 95. 10.5539/ijbm.v8n7p65. Chamorro-Premuzic (2015). Persuasion Depends Mostly on the Audience. Retrieved from https://hbr.org/2015/06/persuasion-depends-mostly-on-the-audience Cherry, K. Retrieved (2020). An Overview of Social Psychology. from https://www.verywellmind.com/social-psychology-4157177 Dainton & Zelley (2005). Applying communication theory for professional life: a practical introduction. SAGE Publications, pp. 114-115. Dekrey, L. (2020). Psychology in Advertising. Britany Johnson. Doan, V.X. (2017). Rhetoric In Advertising. VNU Journal of Science: Policy and Management Studies, Vol. 33, No. 2 (2017) 30-35 Expert Program Management (June 2017.). The Rhetorical Triangle. Retrieved from https://expertprogrammanagement.com/2017/06/the-rhetorical-triangle/ Enschot, Hoeken, & Van mulken (2010). Rhetoric in advertising: attitudes towards schemes and tropes in text and image. International Advertising and Communication, pp 141-162 Glint Advertising (2017). Psychology in Advertising. https://glintadv.com/2017/01/10/psychology-in-advertising/ Retrieved from Hayko, G. (2010). Effects of advertising on society: A literary review. Hohonu, 8, 79-82. Hornik, J., Ofir, C., & Rachamim, M. (2016). Quantitative evaluation of persuasive appeals using comparative meta-analysis. The Communication Review. 19. 192-222. 10.1080/10714421.2016.1195204. Iresearchnet.com (n.d.) Social Psychology. Retrieved from http://psychology.iresearchnet.com/social-psychology/ 32 Iyad, A. (2017). WOM Effectiveness in Improving the Purchasing Behavior: Comparative Study on the Private Hospitals Inpatients in Jordan and Saudi Arabia. Arab Economic and Business Journal. 12. 13-28. 10.1016/j.aebj.2017.04.003 Kanner, A. D., & Soule, R. G. (2004). Globalization, corporate culture, and freedom. In T. Lee, S. & Heere, B. (2018). Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior. Sport Marketing Quarterly. 27. 82-92. 10.32731/SMQ.272.062018.02. Lee, Hosanagar, Kartik, & Harikesh. (2017). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. SSRN Electronic Journal. 10.2139/ssrn.2290802 Lewis, R.A., Reiley, D.H. (2014). Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting. Rev Ind Organ 44, 147–159. Maryville (n.d). What is social psychology? Retrieved https://online.maryville.edu/online-bachelors-degrees/psychology/what-issocialpsychology/ from Newman, A. (2015). Business Communication, 9th edition. Stamford: Cengage Learning. Nielsen Company (2018). Millennials on millennials: US shopping insight in the new era. The Nielsen Company (US), LLC. O’Regan, D. (January, 2019.). How to Use Psychology in Advertising to Make People Buy. CoSchedule Blog. Retrieved from https://coschedule.com/blog/psychologyinadvertising/#:~:text=The%20Psychology%20of%20Advertising&text=Psycholo g y%20explores%20human%20nature%2C%20the,that%20these%20two%20areas %20converge. Perloff, R. M. (2013). The dynamics of persuasion, fifth ed. Lawrence Erlbaum, Mahwah, NJ. Powell, J. (2007). Psychological Social Psychology. library. https://doi.org/10.1002/9781405165518.wbeosp116 Wiley online Rahman, Mohammad & Pial, Tanjina. (2019). Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media. International Journal of Financial Research. 11. 34. 10.5430/ijfr.v11n1p34. Rahman, M. N, & Naaz, S. (2019). Sociological Impact of Advertisements on Saudi Arabian Consumers. In: Journal of Economics and Business, Vol.2, No.3, 874-882 33 Rauch, J. (2019). Generation next Millennials will outnumber baby-boomers in 2019. Retrieved from https://worldin2019.economist.com/millennialsvboomers Saudi Arabia - Market Overview (2020, January 1). Export. Retrieved from https://www.export.gov/article?series=a0pt0000000PAumAAG&type=Country_ Commercial__kav Sloane, T. O. (Ed.). (2001). Encyclopedia of Rhetoric, New York: Oxford University Press. Stangor, C. (2011). Principles of Social Psychology. International edition. BC Campus OpenEd. The Coaching Room (2017). What we learn from psychology and advertising. Retrieved from https://www.thecoachingroom.com.au/blog/what-we-learn-frompsychologyand-advertising Tom, G. & Eves, A. (1999). The use of rhetorical devices in advertising. Journal of Advertising Research,39, 39-43. http://gandrllc.com/reprints/useofrhetoricaldevicesinadvertising.pdf. Torto, R. (2020). Aristotelian Rhetorical Theory as a Framework for Analyzing Advertising Texts in the Print Media in Ghana. Theory and Practice in Language Studies, 10 (3), pp. 269-283. Why do business in Saudi Arabia? (2020, November 12). Foodex Saudi. Retrieved from https://www.foodexsaudi.com/en/about-saudi-food-market World Supporter (2014). The Psychology of Advertising. Retrieved from https://www.worldsupporter.org/en/chapter/41715-summarypsychologyadvertising-part-1 Romanova, I. & Smirnova, I. (2019). Persuasive techniques in advertising. Training Language and Culture. 3. 55-70. 10.29366/2019tlc.3.2.4. Wills, J. (2011). Rhetorical Motives in Advertising. Rhetoric and Popular Culture. Saskatoon: University of Saskatchewan. 34 Appendix A Letter to Respondents and Survey Questionnaire Dear Respondents, As-salamu alaykum! I am writing to ask you to participate in the survey. The purpose of our survey is to collect information on the impact of rhetorical persuasion in advertising. The success of the study depends much on your assistance and sincerest answers to the survey. Rest assure that your responses are completely confidential and will be released only as part of group summaries. If you have any questions or comments about this survey, please feel free to email me at xxx@gmail.com. Thank you very much for helping with this important study. Sincerely, Ahmed AlSaguob Mohammed AlZharani Mubarak AlZuria Student-Researchers Survey Questionnaires Direction: Kindly accomplish this survey very carefully and honestly. Section A: Background Information 1. Gender ___ Male ___ Female 2. Age ___ 35 3. Monthly personal allowance bracket (allowance from parents/college/other sources – for your personal expenses): ___ less than 500 SAR (Saudi Riyal) ___ 500 to 999 SAR (Saudi Riyal) ___ 1,000 to 1,499 SAR (Saudi Riyal) ___ 1,500 to 1,999 SAR (Saudi Riyal) ___ 2,000 to 2,499 SAR (Saudi Riyal) ___ 2,500 and above Section B: Perceptions on Advertisement 4. Do you think advertisement is important to promote the product? ___ Yes ___ No ___ Maybe 5. Kindly rate the degree of importance of advertisement in promoting the product: ___ Strongly important ___ Important ___ Neutral ___ Not important ___ Strongly not important 6. What do you think is the main purpose of advertising a product? ___ to build awareness about the product ___ to remind you about the use of the product ___ to change your belief about the brand ___ to building the company’s image. 7. Kindly rate the degree of importance of advertisement in promoting the product: ___ Strongly important ___ Important ___ Neutral ___ Not important ___ Strongly not important 8. Does advertisement influence you to buy the product? ___ Yes ___ No ___ Maybe 36 9. To what degree, does advertisement influence you to buy? ___ Strongly influential ___ Influential ___ Neutral ___ Not influential ___ Strongly not influential 10. Which media of advertisement gets more your attention? ___ Print ___ Radio ___ TV ___ Social media (stream via youtube, facebook, instagram, etc.) ___ Others, please specify ___________________________ Section C: Perceptions on Rhetorical Persuasion of Advertisement 11. What attract you to look at advertisement? ___ endorsed by celebrity or well-known personality or good-looking model ___ presents facts and percentages (e.g. “99% of doctors claimed that….”) ___ something that shows or convey emotions (fear, desire, sympathy, love. e.g. “Nike’s slogan: Just do it”) 12. Which aspect can influence you to buy the product? ___ product’s image or reputation ___ appealing advertisement ___ reasonable price of the product ___ others, please specify ________________________ 13. Kindly rate the influence of celebrity-endorsed or celebrity-featured advertisement to make you buy the product. ___ Strongly effective ___ Effective ___ Neutral ___ Not effective ___ Strongly not effective 14. Kindly rate the influence of advertisement that present facts and percentage to make you buy the product. ___ Strongly effective ___ Effective ___ Neutral ___ Not effective 37 ___ Strongly not effective 15. Kindly rate the influence of advertisement that invoke emotions to make you buy the product. ___ Strongly effective ___ Effective ___ Neutral ___ Not effective ___ Strongly not effective 16. Which of the following Niké advertisement is most appealing to you? A. Advertisement 1 B. Advertisement 2 38 C. Advertisement 3 17. Why your choice is the most appealing advertisement to you? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 39 40
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