Behaviourism Theory

The study is underpinned with propositions and assumptions of behaviourism theory, elaborate likelihood theory, and consumer culture theory.
Behaviourism Theory
Behaviourism theory states that all human action is a conditioned response to external environmental stimuli. The theory was propounded by John B. Watson, who first popularised stimulus-response psychology. The proponents of the theory rejected psychology’s widely held assumption that higher mental processes (that is, conscious thought or reflection) ordinarily control human action. In contrast to such “mentalist” views, behaviourists argued that the only purpose served by consciousness was to rationalise behaviours after they are triggered by external stimuli. Behaviourists deal strictly

The researchers based on existing literature and theories that underpinned the study hypothesized that: Appeal of advertisement will be positively related to its acceptance, there would be an association between effective appeal and purchasing pattern, impact of appeal will be gender-free, personality used in commercial will be positively associated with persuasion, personality used in commercials would have equal impact on both genders, caption and keyword of commercial will be associated with persuasion and keyword or caption will influence both genders equally. They employed survey approach and sampled 150 students of University of Sargodha in India as

Through selective-perception theory, the researcher investigated the modes of advertisement effect on the consumers’ behaviour, income level as influencing factor and changing of consumer behaviour with respect to gender. A total of 150 consumers of toothpaste brands were sampled. Rasool et al. (2012) discovered that consumers change their brand for the new brand. Their study also found that consumer behaviour changed by the income, while male like advertisement of the brands more than the female. It was also discovered that the behaviour of the consumer can be changed by the advertisement but expensive products and repetition of advertisement cannot change purchase decision. The major finding of the study was that consumer behaviour sustains due to culture, when culture, traditions, trends and customs will be changed, then users change their