Exploring the Impact of DayQuil Commercials on Consumer Decisions

Abstract

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 negative moods have increased positive attitudes toward controversial ads and decreased positive attitudes towards non controversial ads (Noland, 2020). Krishen and Bui (2015) discuss what can assist consumers with making better health decisions. This study looked at if a subject views an advertisement based on fear, will they be more likely to reduce indulging intentions. Participants in this study were randomly assigned (Krishen & Bui, 2015). Kang,Hong and Hubbard (2020) investigate how storytelling can be a technique used in advertising to increase emotional power. The study tested the effects of storytelling in radio advertisements on participants' positive emotional responses. The context circles around the effectiveness of advertising. Four statistical analyses show participants differently interpreted stories in advertising, emotion played an important role in persuading them to talk about the ads, the founder's story has an increased likeness to demonstrate positive emotions in comparison with the customers story or completely informational ad, and that woman showed positive emotion toward the founders story more so compared to the customers story or the informational advertising (Kang et al., 2020). Hypothesis: 1) It is hypothesized that watching a commercial of medication (DayQuil) will affect one’s decision regarding the use of the medication. Methodology Participants: - The sample size was 34 participants from CSU Channel Islands - Age - M = 26.26 , SD= 10.664 ( ranging from 18 to 52 years ) Table 1. Demographic Breakdown for Sample Ethnicity Frequency Class Level Frequency Caucasian 38.2% Freshman 35.3% Hispanic 41.2% Sophomore 17.6% African American 2.9% Junior 35.3% Asian American 14.7% Senior 11.8% Native American 2.9% Gender Male Female Nonbinary 26.5% 73.5% 0.0% Materials and Procedures - Qualtrics - Electronic Device (i.e. phone, laptop, tablet) - Positive Video: Showed the impact of DayQuil for a very sick man and after taking DayQuil, he feels normal again and is interacting and playing with his family. - Negative Video- Shows many cold and flu medications on the shelves, with the FDA discussing a specific ingredient in the medication that is considered ineffective. -Questions such as: Did this video change your view of DayQuil positively or negatively? Procedures: ● Participants were first given a consent form to electronically signed ● Two types of videos were given to watch: both a positive and negative video advertising DayQuil. ● Participants then answered 2 questions gauging their feelings towards buying/using DayQuil after...