Advertising Literacy and Fast Food Purchasing Behavior of Youth in Pakistan: An Experimental Study

##plugins.themes.academic_pro.article.sidebar##

Published Mar 31, 2024
https://doi.org/10.61506/02.00172
Download
PDF
Statistic
Vol. 10 No. 1 (2024): Journal of Policy Research

##plugins.themes.academic_pro.article.main##

Maria Rehmat
Research Scholar, Department of Communication and Media Studies, University of Sargodha
Saima Kausar
Assistant Professor, Department of Communication and Media Studies, University of Sargodha, Pakistan
Mudassar Hussain Shah
Chairman and Associate Professor, Department of Communication and Media Studies, University of Sargodha, Pakistan

Abstract

Today, the role of advertising appealing to young people is very important in the task of influencing their consumer behavior in the sphere of fast food. Therefore, this research investigates the moderating effect of advertising literacy on the actual choice of fast foods by young consumers through an experimental design. This research sample comprised seventy participants and used a pre-test/post-test design within a single-subject group. Specifically, the present research intended to evaluate the utility of an intervention that intended to improve the extent of advertising literacy and its manifold impact on the behaviors of the subjects. The results highlighted awfully low level of advertising literacy among the respondents, meaning that a significant portion of young consumers lack critical thinking skills regarding advertisements or even the possibility of the negative consequences of the effects of fast food consumption portrayed in the commercials. The intention of the intervention was quite simple: to make people think more critically about what is being advertised and to make them aware of the impact of the advertisements being aired; but as the post-test indicated, there was only a marginal change in participants' fast food consumption behavior. It could be said that even though the level of advertising literacy is high, this is not enough to bring some profound changes in consumption behavior, at least in the context where time convenience and the pleasure of tasting are the cultural imperatives. These results stress the need for more adequate educational campaigns aimed at enhancing youth advertising literacy and point at the need for integrating information on the purpose and potential consequences of fast foods advertising into the campaigns. Furthermore, it should urge legislators to pass further regulations that would prevent the usage of misleading ads to target young consumers.

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
[1]
Rehmat, M. , Kausar, S. and Shah, M.H. 2024. Advertising Literacy and Fast Food Purchasing Behavior of Youth in Pakistan: An Experimental Study. Journal of Policy Research. 10, 1 (Mar. 2024), 127–138. DOI:https://doi.org/10.61506/02.00172.
Crossref
Scopus
Google Scholar
Europe PMC

References

  1. Abdelrady, A. H., & Akram, H. (2022). An empirical study of ClassPoint tool application in enhancing EFL students’ online learning satisfaction. Systems, 10(5), 154. https://doi.org/10.3390/systems10050154 DOI: https://doi.org/10.3390/systems10050154
  2. Akram, H., & Abdelrady, A. H. (2023). Application of ClassPoint tool in reducing EFL learners’ test anxiety: an empirical evidence from Saudi Arabia. Journal of Computers in Education, 1-19. https://doi.org/10.1007/s40692-023-00265-z DOI: https://doi.org/10.1007/s40692-023-00265-z
  3. Akram, H., Yingxiu, Y., Al-Adwan, A. S., & Alkhalifah, A. (2021). Technology Integration in Higher Education During COVID-19: An Assessment of Online Teaching Competencies Through Technological Pedagogical Content Knowledge Model. Frontiers in Psychology, 12, 736522-736522. https://doi.org/10.3389/fpsyg.2021.736522 DOI: https://doi.org/10.3389/fpsyg.2021.736522
  4. Akram, H., Abdelrady, A. H., Al-Adwan, A. S., & Ramzan, M. (2022). Teachers’ perceptions of technology integration in teaching-learning practices: A systematic review. Frontiers in psychology, 13, 920317. DOI: https://doi.org/10.3389/fpsyg.2022.920317
  5. Arnold, E.J. and Thompson, C.G. (2005). Consumer culture theory.J. Consumer Res. 3: 868-881. DOI: https://doi.org/10.1086/426626
  6. Chunawalla, S. A. (2008), Foundations of advertising: Theory and Practice. Global Media Publications.
  7. Dhaliwal, A. (2016). Effect of Advertisement on Consumer Buying Behavior, International Journal of scientific research and management (IJSRM),4(9): 4501-450
  8. Ghulan, S.K.N., Javana, S., Burhan A., and Ahmed, I.H. (2012). Effective advertising and its influence on consumer buying behaviour, Information Management Business Rev.14: 114-119
  9. Kumar, A. (2011). Advertising and Consumer buying behavior: A study with special reference to Nestle Ltd. International J. Res. Commerce and Management. 2(10): 83-87
  10. Kumar, D.P. &Raju, K.V. (2013). The role of advertising in consumer decision making. J. of Business Management. 14(4): 37-45. DOI: https://doi.org/10.9790/487X-1443745
  11. Latiff, A., and Abideen, Z.U. (2011). Effect of television advertising on children: A Pakistan perspective. European J. Economics, Finance, and Administration Sci. 30: 38-49.
  12. Madden, T.J. & Weinberger, M.G. (1982). The effects of humor on attention in magazine advertising. J. of Advertising. 11(3).8-14 DOI: https://doi.org/10.1080/00913367.1982.10672806
  13. Ma, D., Akram, H., & Chen, I. H. (2024). Artificial Intelligence in Higher Education: A Cross-Cultural Examination of Students’ Behavioral Intentions and Attitudes. The International Review of Research in Open and Distributed Learning, 25(3), 134-157. DOI: https://doi.org/10.19173/irrodl.v25i3.7703
  14. Niazi, G.S.K., Siddiqui, J., Alishah, B., and Hunjra (2012), Effective Advertising and its Influence on Consumer Buying Behaviour. Information Management and Business Review. 4(3): 114-119. DOI: https://doi.org/10.22610/imbr.v4i3.971
  15. Ramzan, M., Bibi, R., & Khunsa, N. (2023). Unraveling the Link between Social Media Usage and Academic Achievement among ESL Learners: A Quantitative Analysis. Global. Educational Studies Review, VIII, 407-421. DOI: https://doi.org/10.31703/gesr.2023(VIII-II).37
  16. Ramzan, M., Javaid, Z. K., & Fatima, M. (2023). Empowering ESL Students: Harnessing the Potential of Social Media to Enhance Academic Motivation in Higher Education. Global Digital & Print Media Review, VI, 224-237. DOI: https://doi.org/10.31703/gdpmr.2023(VI-II).15
  17. Ramzan, M., & Alahmadi, A. (2024). The Effect of Syntax Instruction on the Development of Complex Sentences in ESL Writing. World Journal of English Language, 14(4), 1-25. DOI: https://doi.org/10.5430/wjel.v14n4p25
  18. Chen, Z., & Ramzan, M. (2024). Analyzing the role of Facebook-based e-portfolio on motivation and performance in English as a second language learning. International Journal of English Language and Literature Studies, 13(2), 123-138. DOI: https://doi.org/10.55493/5019.v13i2.5002
  19. Rozendaal, E., Lapierre, M. A., Van Reijmersdal, E. A., & Buijzen, M. (2011). Reconsidering advertising literacy as a defense against advertising effects. Media psychology, 14(4), 333-354. DOI: https://doi.org/10.1080/15213269.2011.620540
  20. Rozendaal, Esther. 2011. «Advertising Literacy and Children‘s Susceptibility to Advertising: Chapter 6: Rethinking the Concept of Children‘s Advertising Literacy». Amsterdam: University of Amsterdam. https://hdl.handle.net/11245/1.359385.
  21. Schiffman, L. & Kanuk, L. (2007). Consumer behavior: A European outlook. Pearson Education, London.
  22. Schiffman, L.G., and Kanuk, L.L. (2009). Consumer Behaviour, Prentice Hall, New Delhi, India.
  23. Sharma, S., & Sharma, J. (2009). Sales and advertisement relationship for selected companies operating in India: A panel data analysis. School of Doctoral Studies (European Union) J. 1(1): 83-96
  24. Shumaila Ahmed and Ayesha Ashfaq (2013). Impact of Advertising on Consumers' buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement. Global Media J. 6: 149
  25. Solomon, M. (1995). Consumer behavior. Prentice Hal, New Jersey, USA
  26. Solomon, M. Bamossy, G., Askegaard, S., and Hogg, M.K. (2006). Consumer Behaviour: A European Perspective. England Pearson Education Ltd.
  27. Stallworth, P. (2008). Consumer behavior and marketing strategy. pp.9.
  28. Taylor, L. D., & Weiserbs, D. (1972). Advertising and the aggregate consumption function, The American Economic Review, 62(4): 642-655.
  29. Taylor, L. D., & Weiserbs, D. (1972). Advertising and the aggregate consumption function, The American Economic Review, 62(4): 642-655
  30. Zarouali, Brahim, Pieter de Pauw, Koen Ponnet, Michel Walrave, Karolien Poels,