Date of Award

2019

Document Type

Thesis

Degree Name

Bachelors

Department

Social Sciences

First Advisor

Cottrell, Catherine

Area of Concentration

Psychology

Abstract

It is established that the social context of viewers affects the way an advertisement is received. The present study explores how the perceived emotional closeness between viewers affects their likelihood to change their attitude towards the product and their desire/intent to purchase the product. This was tested by having paired participants watch a show with ads and answer related questions. Results showed no significant relationship between closeness and likelihood to desire or intend to purchase the product or likelihood to change their attitude towards the product. There was a significant difference between the average reported closeness according to relationship type and no significant relationship between liking the ad and a desire or intention to purchase the product. Closeness can’t be confirmed as irrelevant in social context due to data limitations

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