Article

Perceived Influential Aspects of Paradigm

21(2) 192–210
TV Advertising © 2017 IMT
SAGE Publications
sagepub.in/home.nav
DOI: 10.1177/0971890717736216
http://par.sagepub.com

Ajay Kumar1
Ruchi Sharma2

Abstract
There are plethora of studies highlighting the impact of advertising on various aspects of consumer
behaviour. Still, there is dearth of studies scrutinizing the advertisements by exploring the influential
aspects of advertising. This study attempts to find out the various influential aspects of advertisements
and how these aspects influence the product selection, lifestyle and children behaviour. Study is
carried out in one of the economically developed states of India (Haryana) using stratified conveni-
ence sampling. Data is collected from 421 respondents using a structured questionnaire. Results are
generated by application of factor analysis and regression analysis. Seven influential aspects of adver-
tisements were identified in the study—influence on children, positive influence on purchase, influence
on social status, influence on attitude and behaviour, negative influence, influence on perceived quality
and influence on women. Study further highlighted that two influential aspects—negative influence
and influence on women—do not contribute to product selection, lifestyle and children behaviour.
Rest of the influential aspects were found out to be impacting either product selection, lifestyle and
children behaviour.

Keywords
Advertisements, consumer behaviour, consumer lifestyle, advertising influence, children, purchase
decision

Introduction
The term advertising originates from Latin word ‘adverto’, which means to turn around. Advertising,
thus, devotes the means employed to draw attention to any object or purpose (Ramaswamy &
Namakumari, 2004). Advertising has been defined as, ‘any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor’ (Bennett, 2000). More narrowly, it can
be stated as ‘any human communication intended to persuade or influence buyers in their purchase

1
Assistant Professor, Department of Management Studies, Central University of Haryana, Mahendergarh, India.
2
Associate Professor, School of Management Studies, Sandip University, Nashik, India.

Corresponding author:
Ruchi Sharma, Associate Professor, School of Management Studies, Sandip University, Nashik 422213, India.
E-mail: ruchisharma254@gmail.com
Kumar and Sharma 193

decisions (Cheng, 1996). Advertising is at its best when it is a compelling invitation to inform and
persuade the consumers’ behaviour towards goods, services or ideas. It involves the activities of
informing, persuading, reminding and reinforcing the idea to the target audience (Kotler & Keller, 2006).
Thus, the basic purpose of an advertising communication is to put customers in a more receptive form of
mind so that they are inclined to purchase a product (Dubey & Patel, 2004). It reminds customers
continuously about the ‘product’ and the ‘brand’. It helps in introducing a new product in the market
(Kotwal, Gupta, & Devi, 2008) and informing consumers about the changes introduced by the producers
in product features, form, design, quality, packaging, price, distribution channel, offers, schemes, discounts
and so on. Hence, advertising aims at benefiting the producer, educating the consumers and supplementing
the salesmen (Kapoor, 2004).
Advertisers find it more effective to use television (TV) rather than print media in India to reach
consumers, partly due to low literacy rate. Therefore, television has been suggested to be more compelling
than print media. Reactions to TV advertisements have been stronger than the reaction to print
advertisements (Corliss, 1999). With the benefit of sight and sound, colour and music, action and special
effect, television advertising can be the most powerful advertising of all media (O’Guinn, Allen, &
Semenik, 2002). Television advertising is considered as ideal medium and king of advertising media
(Belch, Belch, & Purani, 2010) and is the best source of information for 42 per cent Indians making it
the best media ever invented (Shah & D’souza, 2008).
Most economists believe that advertising have positive impact on the economy because it stimulates
demand for products/services and strengthens the economy by promoting the sales of goods and services
(Kanetkar, Charles, & Doyle, 1992). Customers with less time to reach and compare the products also
tend to be more reliant on advertising for decision making (Dubey & Patel, 2004). Television combines
motion, sound and special visual effects through which products can be well-demonstrated and described
(Etzel, Walker, Stanton, & Pandit, 2008). TV let the advertisements reach to the mass markets with cost-
efficiency (Belch & Belch, 1998). Kotler and Keller (2006) emphasized that properly designed and
executed TV advertisements can improve brand equity and affect sales and profit. To be successful at
global stage, the marketers must understand differences between countries and their culture (Lindstrom
& Seybold, 2004) and TV advertisement plays an important role in it, also. This advocates using TV
advertisements in this study.

Television Viewership in India

In India, television started functioning as a state-owned medium in 1959, went commercial in 1976
and transformed into colour in 1982. TV viewing remained under government control till 1990.
The Broadcast Act, 1990, opened a ‘pandora box’ of TV channels operated by private agencies besides
those run by government. The physical coverage of television is 82.5 per cent of the country’s total
population. Cable TV and satellite TV have further improved the quality of viewing but also fragmented
the viewership due to availability of variety of channels and programme. The TV is the source of
product information for 42 per cent of Indians, which is highest among all media devices. Over a
longer period of time, the TV set has become a permanent fixture in all upper- and middle-class
households, and it is not uncommon even in the poorer society of urban areas and rural households
(Shah & D’Souza, 2008).
Almost every child and teenager in India are a regular viewers of television. Children spend most of
free time in front of TV watching programmes/channels of choice. Children also watch family
programmes along with other family members during peak time (7 pm to 10 pm), weekends and holidays
194 Paradigm 21(2)

(Dubey & Patel, 2004). Most of the viewers watch TV to relax and fix to a programme, which is found
interesting. During this period, the viewer passively accept advertisements. Thus, TV has a kind of
magnetic influence. Viewers feel enjoyment and TV releases tension besides gaining useful information.

Literature Review

Television Advertising and Purchase Behaviour

Advertisement plays a vital role in influencing the purchase decision for a product (Hussin, Yusoff,
Nubailah, & Yusof, 2015). Kotwal and Gupta (2008) suggested that advertisements must bring out
superiority of the product over other brands besides being attractive, influencing and informative
(Ravichandran & Narayanarajan, 2004). There is a direct link between attitude towards advertisement
and attitude towards product. Customers rely on advertisements till they get the product.
Advertisements are double-edged weapon due to the fact that advertisements are bound to create
positive attitude if claims of advertisements correspond with the features of a product and vice versa
(Alexander & Durai, 2005). Advertising creates awareness, gives information (Vakratsas & Ambler,
1999) and facilitates the entry of new products in family list (Kotwal & Gupta, 2008). Advertising
has become the dominant marketing variable because all competing brands are essentially identical
with respect to price, distribution and product attributes (Chadha & Chhina, 2004). A properly
designed and executed TV advertisement can improve brand equity and thereby affect sales and
profits and hence it can be a powerful marketing tool (Kotler & Keller, 2006). Television advertising
has enormous ability to attract the attention of the audience. Because of the predisposition towards
television, many people tend to trust products that are advertised on TV and consider commercials
as reliable source of product information (Shah & D’Souza, 2008). There are evidences (Hennion,
Meadel, & Bowker, 1989; Kotwal & Gupta, 2008), which show that multiple exposures to advertising
influence the purchase and selection of products during shopping. Rendering to importance of
advertising in purchase, Zufryden (1987) developed a model to measure the relationship between
advertisements and purchase behaviour patterns. Along with advertising, other factors like loyalty and
price also play important role in determining purchase behaviour (Tellis, 1988). Hence, it
hypothesised that

H1: Advertisement shares a significant positive relationship with purchase behaviour.

Advertising and Lifestyle

Apart from entertainment value, a positive aspect of TV viewing is that people get to see different
lifestyles and cultures (Gabriel, 2006). Advertising does not only confine to contributing in selection of
product, but it is found to be influencing the overall lifestyle of viewers. Advertisements affects
consumer (Hennion et al., 1989), family spending (Katke, 2007), recommendation, personality of
consumer (Nairn & Berthon, 2003), eating behaviour of consumer (Harris, Bargh, & Brownell, 2009),
purchase behaviour (Kotwal & Gupta, 2008), economy, online search practices of consumers (Joo,
Wilbur, & Zhu, 2015), reactions of consumer to brands, specific brand attitude, values and perception
when consumer is unfamiliar with brand (Winter, 1973). Advertisements also alter the notions of status,
Kumar and Sharma 195

cosmopolitanism, fashion, modernity and beauty in developing and emerging economies (Zhou &
Belk, 2004). Rossiter and Percy (1980) found attitude is influenced positively by advertisements. Zhang
and Gelb (1996) also depicted that when advertisements are matched with cultures, it produces more
favourable attitude towards products. Krugman (1965) surfaced that advertisements bring transitions in
attitudes in purchase situations. Above literature shows that advertisements cumulatively affect the
lifestyle of consumer. Belk and Pollay (1985) also advocated exploring the effect of advertisements on
lifestyle at different places.
Hence, it hypothesized that

H2: Advertising contributes in lifestyle changes of viewers.

Advertising and Children

Advertising and its impact on children has been a topic of debate for researchers since long time. There
were reasons to believe it, as with time more and more children were exposed to advertising. In 1977,
when children between age group of 2 to 11 years viewed 21,904 advertisements per year; in 2004, the
number increased to 25,629 showing a change of 17 per cent (Holt, Ippolito, Desrochers, & Kelley,
2007). In Indian context, most of the children watch advertisements every day with viewership declining
during examination time (Cardoza, 2002).
Relationship between children and advertisements has been evident. It has been highlighted
intermittently time and again in researches (Abideen & Salaria, 2009; Robertson & Rossiter, 1977).
TV advertising has been found to be influencing the lifestyle of children (Cardoza, 2002), consumption
of alcohol in children (Ellickson, Collins, Hambarsoomians, & McCaffrey, 2005), materialism (Buijzen
& Valkenburg, 2003), children’s purchase request (Katke, 2007), behaviour of children towards brands
(Shabbir, Kirmani, & Hassan, 2008), product trial for children (Moore & Lutz, 2000) and their adolescent
behaviour (Anderson et al., 2001). Hence, it hypothesized that

H3: There is significant positive relationship between children’s habit and advertisements.

On negative influence of advertisements, researchers like Hemamalini, Aram and Rajan (2010), did
not found any relationship between violent images seen by children in advertisements and children’s
violent behaviour. Robertson and Rossiter (1974) concluded that children are expected to be unaffected
by advertising when they are able to establish the intent behind the advertisements. Scholars have found
that children can differentiate the advertisements from programmes (Bijmolt, Classeen, & Brus, 1998).
Children specifically above age of 8 years understand the purpose of advertising (Young, 2015). Hence,
children can understand the intent of advertising. On account of unhappiness, which can be treated as
one of the major negative influences of advertising, Buijzen and Valkenburg (2003) did not found any
relationship between advertising and unhappiness. Although Ray and Jat (2010) have reason to believe
that advertisements have both kind of impact on children—positive and negative. Negative impact of
advertising, if any, on children can be addressed using media education (Shifrin et al., 2006). Hence, it
hypothesized that

H4: Advertisements of negative influential aspects are not significantly changing the behaviour of
children.
196 Paradigm 21(2)

Despite all this, Cardoza (2002) argues that parents are not fully aware of what possible impact
advertisements can have on children. Nawathe, Gawande and Dethe (2007) warn parents that
advertisements influence the kids more than they think and parents should prepare themselves to be
aware of this. Including children in advertisements is also obvious because children are not only affected
by advertisements but they also affect the behaviour of their parents who are potential customers (Kaur
& Singh, 2006) by persuading them to buy what they see in advertisements (Arnas, 2006). It prompts us
to hypothesize that

H5: Parents are not significantly aware about the impacts advertisements have on children.

Research Methodology

Objective of Study
When viewers are exposed to advertisements, processing of message takes place in mind of viewer.
As a result, the impact of advertisement is evident. Current study examines this aspect of advertising by
exploring the way by which advertising influences the viewers’ mind. This broad objective is achieved
through following sub-objectives:

• to find out the various possible categories in which consumer (viewer) classify the influential
aspects of advertisements;
• to find out the contribution of consumer perceived influential aspects on
• product selection,
• lifestyle and
• children’s habits.

Sampling and Data Collection

Haryana is one of the wealthiest and economically developed states of India. Government of Haryana
has divided Haryana into four administrative divisions. Strict statistical sampling cannot be applied in
selecting the respondents, as exhausted list of population is not available. In such cases, Calder, Phillips
and Tybout (1981) advocated the use of convenience sampling keeping in mind the important dimensions
of population. The four administrative divisions of Haryana acted as sub-groups or strata. From these
strata, respondents were selected using convenience sampling making the overall sampling criteria as
stratified convenience sampling.

Questionnaire Formulation
As suggested by Kassarjian (1971), a pool of 40 simple understandable statements relating to how
customer can possibly perceive advertising communication so that their response on the same
could be measured was collected in the initial stage of construct formulation. While formulating a
Kumar and Sharma 197

questionnaire, the importance of keeping statements unambiguous was kept in mind (Strauss & Smith,
2009). Experience survey of expert professionals was administered for generation of pool of
items (Messick, 1955; Selltiz, Wrightsman, & Cook, 1976). Judgmental sample of professors from
universities in Haryana dealing in advertising and communication was included in experience surveys
as experts, as is advocated by Churchill (1979). The statements were further refined to 32 statements
after first round of discussion between authors. These 32 statements were again brain-stormed with
experience survey and 24 statements were finalized. Out of these 24 statements, 21 were finalized for
measuring the influence of advertisements. Three statements were added to measure the influence of
advertisements on product selection, lifestyle and children habit. Only essential variables were kept
and number of items in scale was kept below 25 as asking too much from respondent may give rise to
unwillingness or inability of responding by respondents and hence resulting into negatively impacting
the validity of construct (Cannel, Oksenberg, & Converse, 1977). Minimum number of items were
intentionally kept above 20 so that multi-item scale’s reliability can be assessed appropriately
(Churchill, 1979). Moreover, multi-item scales have less probability of falling into what Messick
(1955) called as construct underrepresentation which is one the major threats to construct validity.
As recommended by Malhotra (2008), sensitive questions on income and demographics were kept in
last or second part of the questionnaire.

Sample Size
To determine the sample size for the study, a pilot study was done with 150 adult urban respondents.
Out of 150 questionnaires used in pilot study, 122 were found to be worth considering for further analysis.
The standard deviation of all 24 statements was calculated and maximum value of standard deviation
was found out. Statement ‘Quality of product is as good as expected from TV advertisements’ found out
to be having maximum standard deviation of 1.286.
At 2.5 per cent of precision level, the sample size was calculated to be 441 [Using n = (SD) 2 (z)2/d2)]
(Malhotra, 2008). Hence, all the four administrative division were approached with 135 questionnaires
culminating the total questionnaire to 540 keeping in mind the response rate of around 80 per cent as was
found in pilot study. After scrutinizing of questionnaires, 421 questionnaires were considered for the
study (Table 1).

Statistical Techniques
Demographic profile of respondents was analysed using frequency distribution whereas by applying
Cronbach’s alpha, the reliability of the construct was proven. To bring down the statements to manageable
level of dimensions, factor analysis using principal components method of factor extraction with varimax
rotation was used. Contribution of various influential aspects of advertising on purchase decision,
lifestyle and children’s habit was approached by subjection of influential aspects of advertisements
(resulted from factor analysis) as independent variables and purchase decision, lifestyle and children
habit’s statements as dependent variable to stepwise multiple regression analysis. Apart from this, mean,
variance, standard deviation was calculated and used at various stages of data analysis. All the 21
statements of questionnaire were subjected to alpha test of reliability; the Cronbach’s alpha statistic for
21 statements was 0.720 showing that scale is reliable.
 198 Paradigm 21(2)

Table 1. Demographic Profile of Respondents

Administrative Division
Hisar Rohtak Gurgaon Ambala Grand Total
Demographics No. % No. % No. % No. % No. %
Male 62 14.73 50 11.88 50 11.88 50 11.88 212 50.36
Gender

Female 55 13.06 54 12.83 50 11.88 50 11.88 209 49.64

Total 117 27.79 104 24.70 100 23.75 100 23.75 421 100.00
Upto 40 35 8.31 32 7.60 39 9.26 37 8.79 143 33.97
41–50 57 13.54 54 12.83 47 11.16 37 8.79 195 46.32
Age

Above 50 25 5.94 18 4.28 14 3.33 26 6.18 83 19.71

Total 117 27.79 104 24.70 100 23.75 100 23.75 421 100.00
Upto 10th 4 0.95 4 0.95 9 2.14 – – 17 4.04
Upto 12th 7 1.66 3 0.71 2 0.48 6 1.43 18 4.28
Education

Graduate 54 12.83 58 13.78 58 13.78 61 14.49 231 54.87

Postgraduate 52 12.35 39 9.26 31 7.36 33 7.84 155 36.82
Total 117 27.79 104 24.70 100 23.75 100 23.75 421 100.00
Business 28 6.65 46 10.93 45 10.69 31 7.36 150 35.63
Professional 6 1.43 5 1.19 9 2.14 18 4.28 38 9.03
Occupation

Service 60 14.25 48 11.40 37 8.79 47 11.16 192 45.61

Housewife 21 4.99 1 0.24 9 2.14 3 0.71 34 8.08
Agriculture 2 0.48 4 0.95 – – 1 0.24 7 1.66
Total 117 27.79 104 24.70 100 23.75 100 23.75 421 100.00
Upto 1 lac 6 1.43 4 0.95 2 0.48 6 1.43 18 4.28
Household
Income
Annual

1–3 lac 50 11.88 44 10.45 31 7.36 49 11.64 174 41.33

3 lac and above 61 14.49 56 13.30 67 15.91 45 10.69 229 54.39
Total 117 27.79 104 24.70 100 23.75 100 23.75 421 100.00
Source: Survey conducted at four administrative divisions of Haryana.

Analysis

Factor Analysis
Twenty-one statements were put to factor analysis to find out the dimensions perceived by customers.
The value of KMO measure of sampling adequacy comes out to be 0.76 and Bartlett’s test of sphericity was
found to be significant, depicting that factor analysis can be applied on this data. Factor analysis with principal
component analysis and varimax rotation was applied to find out the required dimensions. Principal component
analysis was used because the dimensions produced by factor analyses were to be further subjected to
multivariate analysis. The basis for factors extraction was kept as the Eigen value of 1.0 and rotated factor
loading of at least 0.50 which is desirable (Costello & Osborne, 2005). Principal component analysis extracted
seven factors explaining approximately 57 per cent of variance. Although there is general perception to use
factors in further multivariate analysis when the variance explained is at least 60 per cent (Malhotra, 2008) but
Kumar and Sharma 199

in social sciences studies, even 50 per cent of variance is useful and can be taken ahead (Zenk & Eckhardt,
1970). Adaileh and Abu AL-Ganam, (2010) argue that in case of parsimony, the variance explained criteria
can be kept as low as 50 per cent. There are studies in social sciences (Narang & Dwivedi, 2010; Narayan &
Cassidy, 2001), which used the factors that accounted for less than 60 per cent of variance. Peterson (2000)
conducted comprehensive study of 19,000 articles and proceedings from reputed international journals from
1964 to 1999 to find out the average of variance accounted for in factor analysis. In Monte Carlo type of
simulation as part of the study, it was suggested that on an average 56.6 per cent of the variance was accounted
in factor analysis in the respective sets of variables analysed.
The seven factors or dimensions, which were extracted, were named as influence on children, positive
impact on purchase, societal status, attitude and behavioural influence, negative influence, influence on
perceived quality, impact on women (Table 2).

Table 2. Seven Influence Aspects of Advertising

Rotated
Influential Factor
Aspects Statements Loadings
I feel that children are more influenced by TV advertisement. 0.711
I feel children ask for the products after watching it on TV ads. 0.699
I think, now a days, children are also involved in purchasing due to their exposure 0.526
Influence on
to TV ads.
Children
I feel that TV advertisements have more impact on children than adults. 0.636
I feel children have started imitating TV advertising models/celebrities in clothing 0.633
and hair style.
I like TV advertisements. 0.632
Positive Most of the times, I make up my mind to purchase the products on the basis of its 0.711
Influence on advertisements.
Purchase No doubt, TV advertisement increases the frequency of purchase 0.601
I feel that exposure to TV advertisement has enhanced my involvement in purchasing. 0.511
Due to TV advertisement exposure, I have started living better amenities of life. 0.615
Societal Status I feel some TV advertisement have their impact on my mind. 0.531
I feel that possession of well-advertised brands make my social status. 0.590
Attitude and I feel that TV advertisement is building an individualistic attitude among people. 0.504
Behavioural I feel TV advertisements are taking people away from their own culture. 0.610
Influence I feel that TV advertisements have made children more aggressive. 0.667
Negative I feel watching ads on TV is a wastage of time. 0.718
Influence I feel people consume unhealthy food due to TV ads. 0.770
Influence on I feel my behaviour is influenced by TV advertising. 0.511
Perceived Quality Quality of product is as good as expected from TV ads. 0.714
I feel that TV advertisements have more impact on females than males. 0.695
Influence on
Women Due to their TV ad exposure, women are more involved in product purchase 0.801
these days.
Source: Survey conducted at four administrative divisions of Haryana.
200 Paradigm 21(2)

First factor is influence on children. It contains six positive statements relating to the impact of
advertisements on children. The factor depicts the multi-fold impact which advertising might potentially
have on children ranging from product preference, purchase inclination and imitating the actors doing
advertisements. One potential reason of this factor coming out as first important factor is the increase in
number of advertisements towards children, specifically advertising of food products (Folta, Goldberg,
Economos, Bell, & Meltzer, 2006; Galbraith-Emami & Lobstein, 2013; Gamble & Cotugna, 1999).
Second factor is positive influence on purchase. This factor has four statements in it. This factor
primarily deals with the impact of advertisements on the purchase of advertised items. Considering the
purchase generating impact of the factor, the factor is called as positive influence on purchase.
Probable reason of evolution of this factor may be the increasing trend of making the advertisements
responsible for business generation. Unlike earlier times, marketers today are particular about the
immediate return on investment (ROI) linked with the money they are investing on advertisements.
Hence, advertisements targeting directly towards sales are becoming important.
Third factor is societal status. It contains three statements. This factor pertains to the impact of
advertisements on the social life of viewer. It supports the fact that advertisements have larger role than
only providing information about the products. They influence the social structure of society (Tiggemann
& McGill, 2004).
Forth factor is profiled as attitude and behavioural influence. This factor depicts the cultural influence
of advertising. Cultural influence of advertising is not new in literature (Alden, Steenkamp, & Batra,
1999; Lears, 1880). This is in extension to the impact of advertising on societal status.
Fifth factor is termed as negative influence of advertisements. This factor is having two statements. Factor
highlights the wastage of time and bad consumption habits which advertising might bring in the lifestyle of
viewers. Earlier researches have also highlighted this as an important research topic related to advertisements
(Austin, Chen & Grube, 2006; King & McConnell, 2003; Schenck-Hamlin, Procter, & Rumsey, 2000).
Sixth factor is profiled as influence on perceived quality. The factor emphasizes on the quality of
product as is exposed by television advertising. As advertisements impact beliefs of viewers. The impact
on perceived quality is considered as an important contribution of advertisements.
Influence on women is the name given to the seventh factor. The factor lay stress on the persuasion
ability of advertisements. Women are largely associated with shopping activity in India. Hence, influencing
women through advertisement is an important topic under the domain of advertising influence.
Considering the seven factors as the dimensions of advertising influence, the study is taken ahead by
exploring the impact, which these factors have on various consumer behaviour dimensions. To find out
the impact of these dimensions, stepwise multiple regression analysis was run for three dependent
statements R1, R2 and R3.

Television Advertisements and Product Selection

Stepwise multiple regression for statement R1 (TV ads helps me to find best products) with all the seven
consumer’s perceived influential aspects of advertisements as independent variables depicted that
advertising influence on perceived quality, societal status and positive influence of advertisements on
purchase are the only consumer’s perceived influential aspects of advertisements which contributes to
the selection of new products (Table 3).
Results shows that influential aspects: Influence on Children, Attitude and Behaviour, Influence on
Women, Negative influence of advertisements do not contribute in product selection as they were
excluded in stepwise multiple regression model.
Kumar and Sharma 201

Table 3. Stepwise Multiple Regression Result for R1

Unstandardized Standardized
Coefficients Coefficients
B Std. Error Beta t Sig.
(Constant) 0.648 0.261 2.489 0.013
Influence on Perceived Quality 0.289 0.060 0.230 4.842 0.000
Societal Status 0.276 0.076 0.185 3.648 0.000
Positive Influence of Ads on Purchase 0.270 0.075 0.182 3.601 0.000
Dependent Variable R1: TV ads help me to find the best products.
Source: Survey conducted at four administrative divisions of Haryana.

Regression equation depicting the relationship between the influential aspects contributing to product
selection will be:

R1 = 0.648 + 0.289 (PQ) + 0.276(SS) + 0.270(P), (1)

where PQ = Influence on Perceived Quality, SS = Influence on societal status, P = Positive Influence of

Advertisements on Purchase
Analysis depicts that for the adult living in Haryana, the three influential aspects of advertising
contribute up to 65 per cent (the current average values of PQ, SS and P are 2.79, 3.30 and 3.30,
respectively). So as per equation R1 = 0.648 + 0.289 (PQ) + 0.276(SS) + 0.270(P); value of R1 will be
3.26. The maximum possible value of R1 can be 5; 3.26 represents 65.20 per cent of maximum possible
value of R1. It is also depicted by current study that these three influential aspects can at maximum
contribute in the selection of product up to 96 per cent (the maximum possible value of PQ, SS and P can
be 5 on five-point Likert scale. So as per equation R1 = 0.648 + 0.289 (PQ) + 0.276(SS) + 0.270(P);
value of R1 will be 4.82. The maximum possible value of R1 can be 5; so 4.82 represents 96.46 per cent
of R1, which is quite much.
It is clear from the results that all the three contributing influential aspects of advertisements contribute
almost equally to the selection of product. Hence, H1 (hypothesis 1 is supported here) means that there
is significant positive relationship between advertisement and purchase behaviour.

Television Advertisements and Lifestyle Change

Application of stepwise multiple regression with R2 (I feel that TV advertising affects our lifestyle) as
dependent variable and all seven influential aspects of advertisements as independent variables projected
that Advertisements influencing children, purchase, social status and ‘attitude and behaviour’ contribute
to the lifestyle of viewers (Table 4).
The other influential aspects like advertisements having negative influence, influence on
perceived quality, advertisements which influence women, do not have any influence on the lifestyle
of viewer.
The analysis gave following regression equation depicting the above-discussed relationship:

R2 = 0.386(C) + 0.198(P) + 0.146(AB) + 0.141(SS), (2)

202 Paradigm 21(2)

Table 4. Stepwise Multiple Regression Result for R2

Unstandardized Standardized
Coefficients Coefficients t Sig.
B Std. Error Beta – –
(Constant) 0.454 0.384 – 1.184 0.237
Influence on Children 0.386 0.082 0.228 4.728 0.000
Influence on Purchase 0.198 0.070 0.145 2.805 0.005
Influence on ‘Attitude and Behaviour’ 0.146 0.066 0.106 2.211 0.028
Influence on Societal Status 0.141 0.071 0.103 1.988 0.047
Dependent Variable R2: I feel that TV advertising affect our lifestyle.
Source: Survey conducted at four administrative divisions of Haryana.

where C = Ads Influence on children, P = Positive Influence on Purchase, AB = Influence on ‘Attitude

and Behaviour’ and SS = Influence on Societal Status.
Currently, the three influential aspects contribute to 65 per cent (the current average value of C, P, AB
and SS are 4.05, 3.30, 3.63 and 3.30, respectively) of change in the lifestyle because of advertisements.
The three influential aspects of advertisements can at the maximum explain 88 per cent change in
lifestyle due to advertisements (putting value of C, P, AB and SS as 5 in equation 2).
Regression coefficients explain that 4 out of 7 influential aspects of advertisement contribute
significantly to lifestyle changes of consumer and hence H2 (hypothesis 2) is supported. The influential
aspect on children of advertisement is the one which influences lifestyle of viewers to the maximum
degree followed by the advertisements influential aspects of purchase, ‘Attitude and behaviour’ and
societal status.

Television Advertisements and Children Habits

When stepwise multiple regression analysis was applied to all influencing aspects of advertisements as
independent variables and R3 (I feel that due to TV advertisements exposure, children’s habits are
changing) as dependent variable; advertisements Influencing children’s habits and ‘Attitude and
Behaviour’ were found to be impacting the belief that children’s habits are affected by television
advertisements (Table 5). This supports the H3 (hypothesis 3).

Table 5. Stepwise Multiple Regression Result for R3

Unstandardized Standardized
Coefficients Coefficients
B Std. Error Beta t Sig.
(Constant) 1.309 0.294 – 4.453 0.000
Ads Influence on Children 0.432 0.069 0.294 6.243 0.000
Ads influence on ‘Attitude and Behaviour’ 0.224 0.056 0.189 4.013 0.000
Dependent Variable R3: I feel that due to TV ad exposure children habits are changing.
Source: Survey conducted at four administrative divisions of Haryana.
Kumar and Sharma 203

Influence of advertisements on purchase, societal status, women, perceived quality and negative
influence of advertisements were among those influencing aspects of advertisements which were not
affecting the belief that television advertisements were changing children habits. As negative influence
of advertisements falls in the category, which does not contribute to change in children habit, so it
supports the H4 (hypothesis 4).
Regression equation showing the relationship is:

R3 = 1.309 + 0.432(C) + 0.224(AB), (3)

where C =Influence on Children, AB = influence on ‘Attitude and Behaviour’.

The current actual means of C and AB depicts that value of R3 currently is 3.87, or currently
advertisements influencing children and attitude and behaviour’ explains 77 per cent transition in
children’s habit which is brought by advertisements. Though, this figure can go up to 91 per cent.
It is evident from equation 3 that the advertisements emphasizing on children or those influential
aspects of advertisements which are targeted to children contribute maximum to the belief of viewers
that television advertisements change the habits of children. The results which come out for impact of
advertisements on children habit are based on the responses of adults who participated in this study, and
they are strictly of opinion that children are affected by TV advertisements, so it rejects the H5
(hypothesis 5) which states that parents are not aware of impact of advertisements on children.
There are two factors, ‘Negative influence of advertisements’ and ‘Influence on women’, which are
not contributing to any of the three dependent variables (R1, R2 and R3). It is possibly evident to
understand that negative advertisements are not contributing to any of the dependent variables because
the dependent variables were positive statements. A consumer would potentially feel that positive aspects
of advertising could impact their ability to find best products and influence their own lifestyle because
of advertisements. But, advertisements influencing women not contributing to product selection, and
lifestyle changes is an interesting result. Despite the prevailing culture of India where shopping is
noticeably gendered towards women, this result is unusual and need further studies to comment on its
generalizability.

Discussion

The Product Selection

The results depict that influential aspects of advertisements on perceived quality, societal status and
purchase contribute almost equally to product selection. In other words, this connotes that the advertisements
which target to change the consumer’s perceived quality of products/brands, which are targeted to bring
transition in societal status and which are intended to increase purchase actually comes into mind of
consumer at purchase situation and help them in selecting the product. The results also indirectly point out
that consumer prefers the products which according to them have the potential of matching to their societal
status, which have the quality as desired. Advertisements play important role in bringing this intangible
aspect of product quality to the consumers and hence facilitate in bringing the product to the evoked set of
consumer. In this study, advertisements are established to be impacting the product choice.
From the literature it has been already realized that if traditional medium of advertising (Television)
is used along with new innovative mediums (such as the Internet and mobile) for message transition, the
impact can be multi-fold in terms of increased credibility of advertisements, message and brand which
204 Paradigm 21(2)

might result in escalated intention of purchase. Good news is that almost all marketers have accepted the
extended impact of integrated marketing communication and are practicing it. Still, in a country like
India, role of television in disseminating the message will always be major. The possibility of contribution
of this integrated communication plan in influencing the product selection is not ruled out in this study.
To confirm these results, the impact of advertisements should be judged keeping the other communication
mediums as constant. When it is suggested in this study to utilize the integration of all communication
plans to have synergistic effect, a word of caution is strongly recommended. Utilizing platforms like
internet, social media, mobile for advertising purpose is a double edge sword for marketer as they do not
only increase the effectiveness of their message but also collect volume of information (personal) about
behaviour of consumer which is unethical.
This unethical practice is on rise in absence of a regulatory body for safeguarding the rights of
consumers towards their data privacy. There is growing concern among consumers about privacy of their
data when they use Internet or social media. This perception might dilute the efforts of advertisers and
the integration of communication might surprisingly bounce back with negative effects. Concerns like
this further enhance the role of television advertisements in India.

The Lifestyle and Children Habits

Results clearly state that advertisements have the potential of changing lifestyle of consumers. The finding
suggests that the successful marketing is based on correctly representing consumer lifestyles and making
the products relevant to their lives. And advertisements influencing children, purchase, attitude, behaviour
and societal status contribute to this change in lifestyle in decreasing order. A very important finding here
is that the intensity with which advertisements influencing children impacts the lifestyle is almost
double of the intensity of all other individual influential factors contributing to lifestyle. This finding
hence showcases the possible relationship between lifestyle of consumer and their children’s television
viewing habits, that is, what they learn, what they see and what they perceive.
It is important to note that respondents who participated in this study were all adults and they
responded about children. The study connotes that advertisements are mapped across wide range from
being informative to being persuasive enough to generate consumption of advertised brands in children
and even generating social bonds among consumers and hence their lifestyle. The findings of this study
that advertisements influencing the children impact the lifestyle of adults with double intensity is
extension to the strategy of marketers to influence children to have a larger impact on entire family.
Hence, advertisers spend a lot on advertisements to influence children.
Another dimension of children and advertising relationship is that of the negative outcome. For example,
television advertising is linked to the promotion of unhealthy food intake that leads to consumption of poor
nutrition food among children. It is not only the children whose food habits are impacted by advertising;
the adults are also influenced highly by food advertising. It has been recommended to the parents to be
cautious about the food advertising taking place on television as it impacts not only their children but them
also. Keeping this indirect impact of advertising routed through advertising made for children on lifestyle
of adults and other problems associated with advertisements specifically in countries like India adore the
charge on advertisements of being vague, ambiguous and misleading. Advertisers have to be attentive to
such readings of their advertisements as it may lend them into a non-liberal atmosphere to fight with
competition. Advertisements should not blindly be experimenting to catch the eyeballs of consumers but
they should be careful of negative impacts of advertisements on lifestyle in general.
Kumar and Sharma 205

Managerial Implications
This study exemplifies the possible aspects of TV advertisements, which are to be concentrated more by the
advertisers and the marketers so as to have greater impact on the consumers’ buying behaviour along with
optimum utilization of the advertisements’ expenditure. The study statistically states the potential of TV
advertising. The current level of R1, R2 and R3 and their maximum possible levels speak about the gap, which
marketers can try to fill. The perusal of the results found that the maximum gap in current scenario and
potential possible impact of advertisements is related to purchase. With whatever influence advertisements
have on purchase, 96 per cent of it can be achieved by emphasizing on advertisements influencing perceived
quality, purchase and societal status. A good advertising appeal should be coupled with associated things like
situations in which messages are delivered so as to influence product selection. Advertisements have to keep
doing innovations by considering the mood of consumer in mind. It must be ensured that the product quality,
performance should be delivered as shown in the TV advertisements. The relationship between the
advertisement and product selection as realized in this study may be further strengthen if the regional channels
of communication delivers the message using local methods. It is not important to have a celebrity to make
the advertising work for its objective especially in rural India, which makes bulk of viewers in India. India has
already witnessed success of campaigns such as Zoo-Zoo, 7-up and many more in India, where characters are
used in place of celebrity. Hence, marketers should attempt changing the storyboard considering the situation
of local viewers along with local actors and other innovative methods. This could be an experiment in waiting
for marketers at regional levels to enhance advertisement effects at product selection level.
Another important implication of study could be the finding that a lifestyle change in consumer is due
to change in children’s behaviour and children habits are influenced by advertising. So those marketers
whose agenda is to persuade consumer towards lifestyle changes to increase the probability of inserting
their brand in evoked set of consumers, can well address the advertisements influencing children the
most, as children are more vulnerable than adults but contribute maximum to lifestyle changes of adults.
Children evaluate the contents and intents of TV advertisements during the process of viewing them.
If the advertising media has interaction with the parents on advertisements pertaining to products for
children and youth, much of the problems concerning unethical and deceptive advertisements will be
solved. The study suggests that successful marketing is based on correctly representing customer
lifestyles and thus enhancing the product’s relevance to them. Advertisements influence either positively
or negatively, so a little extra social concern by the marketer can add to the betterment of society in
general and of their positive image in particular, resulting in building strong brands in the long run.

Scope of Further Research

It is depicted by the present study that advertisements influencing children contribute more to lifestyle
changes of adults, at the same time it will be important question to address that which kind of
advertisements comes in the periphery of children influencers. Finding out the kind and nature of
advertisements of various influential aspects can be a good area to work on. Out of the seven factors
identified, two of them ‘Negative influence and Influence on women’ are not found to be contributing to
the objectives of this study. While this study discusses the rather positive aspects of advertisements, the
impact of negative influential aspects of advertisements on purchase and lifestyle behaviour of consumer
can be another area of research. This study finds out the customer perceived influential aspects of
advertisements, whereas the marketer also has his/her own influential aspects of ads, to find out any gap
206 Paradigm 21(2)

between what influential categories a marketer divides advertisements into and what influential categories
a customer perceives of influential advertisements would be an important attempt. Last but not limited
to, while all these are just revealing the hidden, the more challenging and demanding task would be
finding out the cognitive reasons like why a particular type of influential advertisements (which is not
directly related to the behaviour of consumer under discussion, like why would children play strong role
in lifestyle transitions of adult consumers) impact a particular behaviour, this could be an attempt to
understand consumer behaviour more minutely.

Conclusion
In the end, it would be worth mentioning here that this study is an endeavour focusing on various
possible influential aspects of TV advertising affecting the behavioural changes in lifestyle and purchase
pattern of consumer and the degree to which they impact their behaviour. The study has gauged that
the possibility of change in the attitude of children does exist due to TV advertisements. Thus, it can be
concluded that as a result of TV advertisements, the aspiration level of children has become higher and
they have become more individualistic. Advertisements have increased consumers’ participation in
decision-making and have led them to be conscious in choosing brands and new products, this call upon
marketers to be careful in segmentation and target-centred communication. This work sets strong
foundation and a starting point to study the contemporary influential issues of TV advertisements on the
buying behaviour and lifestyle of consumers. It can be said that television advertisements are going to
stay in India for times to come despite increased trend of other forms of media. Marketer should keep on
devising the way to maintain the status quo.

Appendix 1

V1 I like TV advertisements.
V2 Most of the times, I make up my mind to purchase the products on the basis of its advertisements.
V3 No doubt, a TV advertisement increases the frequency of purchase.
V4 I feel that exposure to TV advertisement has enhanced my involvement in purchasing.
V5 Due to TV advertisement exposure, I have started living better amenities of life.
V6 I feel some TV advertisement have their impact on my mind.
V7 I feel that children are more influenced by TV advertisement.
V8 I feel that possession of well-advertised brands make my social status.
V9 I feel children have started imitating TV advertising models/celebrities in clothing and hair style.
V10 I feel children ask for the products after watching it on TV ads.
V11 I feel my behaviour is influenced by TV advertising.
V12 I think, now days, children are also involved in purchasing due to their exposure to TV ads.
V13 I feel that TV advertisement is building an individualistic attitude among people.
V14 I feel that TV advertisements have more impact on children than adults.
V15 I feel that TV advertisements have more impact on females than males.
Kumar and Sharma 207

V16 Due to their TV ad exposure, women are more involved in product purchase these days.
V17 I feel watching ads on TV is a wastage of time.
V18 I feel people consume unhealthy food due to TV ads.
V19 I feel TV advertisements are taking people away from their own culture.
V20 I feel that TV advertisements have made children more aggressive.
V21 Quality of product is as good as expected from TV ads.
R1 TV ads helps me to find best products
R2 I feel that TV advertising affects our lifestyle
R3 I feel that due to TV advertisements exposure, children habits are changing

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Authors’ Bio-sketch

Ajay Kumar is MBA and PhD in Marketing. Currently, he is serving in Central University of Haryana
as Assistant Professor in Department of Management Studies. He started his career with industry
in marketing domain. Subsequently, he started his teaching assignment in 2010. Since 2010, he has
been talking and discussing with students matters relating to marketing, consumer behavior, brand
management, research methodology and marketing research. During his teaching career, he has taught
in J K Business School, Gurgaon; NIIT University, Neemrana, and Central University of Himachal
Pradesh, Dharamshala. His research work has been accepted for presentation in Indian Institute of
Management, Ahmedabad (IIM – A); Indian Institute of Management, Calcutta (IIM – C); Indian Institute
of Management, Lucknow (IIM – L) and Indian Institute of Management, Indore (IIM – I) among many
others. He has several research papers to his credit in journals of repute published by prestigious
publishers including Palgrave, Springer, Elsevier and others.

Ruchi Sharma has 12 years of research and teaching experience in the field of Marketing Management.
She earned her PhD in Business Administration in the year 2009. She has also done her MCom (NET),
MBA in Marketing Management, PGDCA and PGDSRD (NIRD, Hyderabad). Her research interests
include the study of consumer behavior, advertising and related underlying mechanisms. She has several
research papers to her credit published in refereed journals and conference proceedings. She has also
authored a book on business statistics. She has been a part of several FDPs, conferences, seminars and
workshops in the field of Management.