In recent years, males and females have demonstrated fairly equal amounts of internet usage, but females have demonstrated higher usage of social media sites. These observed differences served as the impetus for the current study. A survey was conducted in early 2010 among college students to assess whether differences still occur between males and females, and specifically with regard to social media usage. In order to assess these phenomena, the Social Media Affinity Scale was created and deployed. Results of the study showed that, among the students surveyed, no significant differences exist between males and females in their internet usage, social media usage, and also beliefs about social media sites in general. Given that students have overwhelmingly adopted social media, we propose that there is now an opportunity to leverage social media in college courses to deliver content and engage students in ways not previously possible.
Scratch-and-sniff product samples have been used as surrogate methods of inducing product trial since the 1990s, but to date tasting a product required either in-store or in-home interactions with actual products. Peel-and-Taste flavor strips were introduced in 2007 as a means of putting product sample substitutes in the hands of many by virtue of being attached to advertising pieces in magazines, newspaper blow-ins, and direct mail. This study utilized a sample of female consumers (the targeted recipients of the ads) to allow them to interact with advertising samples using Peel-and-Taste, and measuring various resulting attitudes. Results showed that ratings of flavor pleasantness and the Peel-and-Taste method itself were positive significant predictors of Feelings Toward the Product (FTP), and that FTP and the participant’s resulting mood state were positive significant predictors of Likelihood To Purchase (LTP) the product. In aggregate, though, FTP was modest at best, and LTP was virtually indifferent. It was concluded that the Peel-and-Taste method, while favorably linked to FTP and LTP, was not so strong as to be a significant stimulus to purchase the product.
Neuropsychologists have demonstrated the effect music has on the human brain, and that a peak “musical memory age” occurs around 14, when normal bodily maturation is in progress. A group of 114 college students between the ages of 19 and 25 was exposed to short clips of the top 20 songs from each of the 11 years during their youth; participants were asked to rate their liking of each song sample on a 0-10 scale. Data analysis showed that the peak musical memory age of these students was not as precise as prior research had shown, and that overall there was difference in degree of musical affinity between age groups in the sample. This deviation from prior findings may have resulted from changes in how music is available today. Whereas specifically targeted music was once standard procedure in past TV advertising, these findings produce new implications for future TV advertising.
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