Consumer Behavior Research Paper Example | Topics and Well Written Essays - 1000 words

Consumer Behavior - Research piece of music ExampleThis can be seen in the way that films and cinema in general are publicize to induce consumers or groups of consumers to listen to specific points of view some the films, while blocking out early(a) views (Walters 19). This paper seeks to focus on three theories of the medias effect on consumer behavior. These are two shout course theory, hypodermic harry theory, and cultivation theory. These theories will be considered alongside how they affect cinemagoers. The hypodermic needle theory is also referred to as the magic bullet theory. This theoretical model implies that mass media portends a powerful, immediate, and accost effect on audiences (East et al 121). This was especially so in the 40s and 50s, during which cinema attendances were at their peak, and several factors contributed to the medias strong effects during this period. First, television and radio saw a fast rise and increased popularity among consumers. In additi on, the persuasion industry, which consists of propaganda and advertising, also saw an increase in use. This theory contends that it is possible for mass media to influence a large and diverse group in society through uniformly injecting them with specific and appropriate sums to stumble the response they desire (East et al 122). In the cinema industry, this theory suggests a direct and powerful breedingal flow between the sender and the receiver. It graphically suggests whatever message the cinema company sends out is the bullet that is shoot from the media that takes the place of a gun into the mind of the consumer (East et al 122). The hypodermic needle analogy is used to guide how the messages from the media are directly injected into a passive consumer base, whose judicial decisions are immediately influenced by the implied message. In this case, the media communicates an idea about a film that is consumed by the audience who have no power to resist messages impact (East et al 122). This theory was especially relevant during the 40s and 50s when film critics did not yet have a way to get their opinions out to the public efficiently. However, with the advent of the internet, this theory does not have as a good deal effect on studying film consumer behavior because the audience has a way to validate the message they are getting from the media (East et al 123). However, in this model, the cinema-goers have no way to escape the messages effects, which means that the message the cinema company puts across about their film will be taken as the truth. The audience is passive and has a lot of information injected into them. This gets to the point that they end up believe what they are told about a specific film because they do not have another information source from which to get information. However, this theory has seen less impact with the emergence of film critics and their role as opinion leaders. The two-step flow theory states that media indirectly affects consumers through the influence of opinion leaders. Most people, including cinemagoers, are influenced second-hand by media via opinion leaders and their personal influence. This theoretical model contends that opinion leaders in the media affect the mood in which consumers will form their behavior (Weimann 98). These opinion leaders are first exposed to media content, which they past interpret according to their personal opinion. These opinions then infiltrate the general public consumers