The Influence of New Media vs Traditional Media on Consumer behavior
Molloy Faculty Mentor
Jennifer Elliott
Presenter Major
Psychology
Presentation Type
Poster
Location
H239, 2nd floor, Barbara H. Hagan Center for Nursing
Start Date
28-4-2025 5:55 PM
End Date
28-4-2025 6:55 PM
Description (Abstract)
The study aims to assess the influence of daily screen time and ad type on consumer engagement and potential product consumption. Participants will receive a consent script and then answer questions about their age, gender, and daily screen time. They will be shown either a traditional video advertisement or a TikTok social media ad about Apple Intelligence’s new feature, Genmoji. Following the media presentation, participants will respond to questions about their engagement, desire, and interest in further researching the advertised product. The study hypothesizes that individuals with higher daily screen time will be more influenced and that the TikTok ad will generally gain more engagement. The IRB application is being submitted this week for approval, with data collection anticipated in late March and results expected in early April. The Molloy IRB (Protocol 2299462-1) approved this as a Classroom Research Assignment.
Related Pillar(s)
Community, Study
The Influence of New Media vs Traditional Media on Consumer behavior
H239, 2nd floor, Barbara H. Hagan Center for Nursing
The study aims to assess the influence of daily screen time and ad type on consumer engagement and potential product consumption. Participants will receive a consent script and then answer questions about their age, gender, and daily screen time. They will be shown either a traditional video advertisement or a TikTok social media ad about Apple Intelligence’s new feature, Genmoji. Following the media presentation, participants will respond to questions about their engagement, desire, and interest in further researching the advertised product. The study hypothesizes that individuals with higher daily screen time will be more influenced and that the TikTok ad will generally gain more engagement. The IRB application is being submitted this week for approval, with data collection anticipated in late March and results expected in early April. The Molloy IRB (Protocol 2299462-1) approved this as a Classroom Research Assignment.
