Assessing Consumer Behavior Components of Likeability Among Undergraduate Students Using Technology in the Classroom

Abstract

Analysis of market research in Western society began in the early twentieth century and eventually spawned interest in the prediction of consumer behavior preferences. More recently, inquiry into consumer behavior patterns has focused on digital technologies and online platforms. Through a series of likelihood ratio tests, this study will assess cognitive reactions of undergraduate students to a compilation of classic American television commercials. Various components for determining likeability will be used in order to steer future market research and digital branding strategies.