Exploring the Impact of DayQuil Commercials on Consumer Decisions

Impact of commercials on DayQuil consumption group poster This study is on the effects pharmaceutical commercials, specifically DayQuil can have on consumers. Dayquil is a medication that temporarily relieves cold and minor flu symptoms. The televised commercials are used to either entice the consumer to purchase the medication or persuade consumers against purchasing or consuming the medication after hearing the possible side effects and unapproved FDA ingredients. Pharmaceutical commercials can have a significant effect on consumers. At the end of this study, we will be able to conclude if there is a positive or negative correlation between positive/negative pharmaceutical commercials and the decision to consume/purchase the medication. Independent Variables: Positive/negative commercial Dependent Variables: Decision to consume/purchase medication Purpose: In this study, we are aiming to see the effects of positive and negative DayQuil commercials on consumer decisions. It is important to know how advertising affects us in the sense that our decision making may be fogged if we are influenced in a positive or negative direction through emotion, but not necessarily logic or facts. Literature: Previous studies suggest research similar to ours on advertisements and decision making. Noland (2020) discusses the potential link between mood and advertising. Mood management theory is discussed in the terms of a person wanting to keep good moods present and rid of bad moods. An online experiment was applied in order to manipulate participants' moods by exposing them to either a controversial ad or a non controversial. Their attitudes and behaviors were measured leading to the results that show people in positive moods have increased positive attitudes towards non controversial ads and decreased positive attitude towards controversial ads. Alongside, people in negati