Phd proposal example pdf

Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link. Need an account? Click here to sign up. Download Free PDF. Sample research proposal for PhD. Irene C L Ng. A short summary of this paper. This difference may not be as relevant in goods since it is assumed that the selling and distribution of a tangible good can occur at the same time.

However, the same cannot be assumed for services please see attached background on the research topic , since service firms such as airlines and hotels sell their offerings in advance before delivering the service.

Furthermore, such sales are often sold through agents. Outcomes The outcome of the project would be publications in a variety of formats, for example, qualitative research papers and theoretical research papers for international refereed journals, a managerial version for a business review journal and a book chapter incorporating the various studies conducted.

Benefits Research in this area would allow practitioners and academics to understand sales distribution channels in the context of services through the building of a theory on this phenomenon. With increasing competition in the service industries, this research would also serve to guide and assist service firms in ensuring competitiveness and profitability.

Since the data would be obtained across Malaysia, Thailand and Indonesia, we expect our research to also assist in the development of competitive strategies of service firms within these three countries.

It is expected that the results of this research would further enhance the practice and teaching of services marketing theory as well as distribution channel theory. This means that the production and consumption of a service is simultaneous, as is widely established Regan ; Johnson ; Rathmell ; Bateson Consequently, any sale of a service is essentially a form of advanced sale prior to production, even though the time in advance may be mere minutes, as in the purchase of a movie ticket just before the movie cf.

Edgett and Parkinson This is in contrast to goods, where most goods firms retain a choice of whether to sell before or after production. The pressure of a service firm to practice advanced selling further in advance of consumption is made more compelling considering that this inseparability of production and consumption is double-edged. Not only is the firm not able to produce and store the service in advance, the customer is also not able to store the service in advance of consumption. Thus, if he buys only at the time of consumption, he faces the uncertainty that the service may not be available to him when he requires it, especially if the service firm has limited capacity cf.

To alleviate that risk, he may be willing to purchase further in advance of consumption, as insurance Png It is clear therefore, that there is a meaningful time difference between the sale of a service in advance and the delivery of the service at the time of consumption cf. From the perspective of distributing a service, normative services marketing literature e.

However, the same cannot be assumed for service firms such as hotels and airlines, since these services are often sold in advance, and delivered later. Furthermore, the selling of a service in advance may be through an agent e. Since the service is not delivered at the time of the sale, the sale is essentially the sale of a promise that the service will be delivered at some future time. The credibility of the agent is therefore also an issue in the advanced sale of the service, and with it, various transaction cost c.

Williamson, perspectives. Sid 5. A short summary of this paper. One approach promoters may embrace to decrease level of struggle is to use humorousness in their advertisement. Cline, and Kellaris proposed that humorousness in ads is particularly operative when ads feature relatively weak than strong justifications, signifying that humorousness can intrude the acute processing of justifications.

Eisend found that humor in ads decreases the level of negative effect, and negative cognitions Eisend, correlated to ads. Beard proposed that usage of humorousness has become common exercise in promotion. Roughly 20 percent television ads contain hilarity. The in-depth comprehension of this issue will surely enhance the design and use of humorous ads Galloway, Another promising theme for additional assessment distress whether person and product differences moderate those belongings or not Galloway, In contrast to the earlier studies, this study has multiple underlying objectives.

The first key objective of the proposed study is to examine the direct effect of hilarity in advertisement on initial and recurring purchase decisions of the individuals. The second key objective is to explore the mediating effects of call for cognition between the hilarity in advertisement, and initial and recurring purchase decisions.

The third key objective is to explore the potential moderating effects of different genre of products and post-purchase satisfaction on the overall proposed research model for providing insights into the differentiating effects of hilarity in advertisement. Hence the core purpose of the study is to add to the body of knowledge regarding the effects of hilarity in advertisements on cognitive and affective aspects of advertising effectiveness and roles of differentiating mechanisms.

Problem Statement: Investigating the effects of hilarity in advertisement has always been a point of ponder for the advertising message formulators. Hence in this study the effect of hilarity in advertisement will be studied on initial and recurring purchase decisions of the customers through mediating effect of call for cognition and moderating effects of genre of product and post purchase satisfaction.

The conceptualization of the key constructs is provided in this section. Exaggeration, pun, sarcasm, silliness, and surprise are the five types of humor as per that system. To offer a more finish and more obviously defined image, Catanescu, and Tom added two further categories: comparison, and personification.

Spotts, Weinberger, and Parsons have among other things analyzed the potency of humorousness in journal promotion across product groups. Even though our focus can be found on television promotion this study could be of importance to us. First they have divided humorousness into three components: 1. Incongruity-based: All advertisements that used only incongruity. Arousal —Safety —based: All advertisements that used arousal-safety, with or without incongruity.

Spotts et al. From its regularity of incident, humorousness seems to be a popular conviction technique employed by promoters. A study of professionals at leading ad agencies in the U. Call for Cognition: Evoking the thinking process of the audience is here referred to as call for cognition.

Our conceptualization of how humorousness effect customer conclusions recommend that intellectual reactions serve as mediators. Eisend indicated that humorousness in promotion makes interest, and interest improves resource choice, mind-set towards the ad, good cognitions, and reduces adverse cognitions.

According to Baron, and Kenny , a varying can be categorized as an arbitrator when it satisfies three conditions: 1 separate factors considerably account for difference in the hypothesized arbitrator, 2 modifications in the arbitrator account for difference in the reliant varying, and 3 when the difference in the reliant varying included by the arbitrator is partialed out, the formerly important connection between the separate and reliant factors should no longer be important.

With regards to the last requirements, if the dimension the connection between the separate and reliant factors tends to zero when the impact of the mediator s is partialed out, the proof indicates that all the mediators have been specified. Judicious Effect of Hilarity in Advertisement 6 Genre of Products: Consumer products are items and solutions acquired by last customers for individual utilization. Promoters typically categorize these items and solutions additional support on how customers go in relation to purchasing them.

Client items involve convenience, shopping, specialty, and unsought. Convenience products are client goods and services that clients typically buy regularly, without delay, and with little assessment and buying attempt. For example washing cleaning washing laundry soap, sweets, books, and pre-made foods. Shopping products are less frequently purchased client items and solutions that clients assess properly on significance, quality, price, and style.

When purchasing purchasing items and solutions, clients spend much dedication in gathering information and making tests. For example furniture, clothing, used automobiles, major equipment, and hotel and professional commercial airline solutions. Specialty products are customer items and solutions with upgrades or product recognition for which a important record of clients is willing to make a unique purchase effort.

For example: particular manufacturers of vehicles, high-priced image devices, developer outfits, and the solutions of medical or attorney. A Lamborghini vehicle, for example, is a specific product because clients are usually willing to trip great differs to buy one. Most important new upgrades are unsought until the consumer becomes aware of them through marketing.

Traditional situations of known but unsought items and solutions are insurance coverage, preplanned memorial solutions, and blood stream veins vessels projects to the Red Mix. In addition, significant historical proof indicates that entertaining ads can be effective in promoting products as different as wine chillers, vehicles, and fiber glass.

Needlessly to say, research in promotion has examined the effect of entertaining ads on a range of reaction factors. In those models that the marketing in order is worth management or not, is typically recognized due to recognized risk.

Even if the managing importance of input and recognized risk varies a slight bit, the kind of goods in the environment places is ready quite regularly. The kind of goods in the performance figure differentiates connecting goods of practical value and hedonic value. Following Rossiter et al. Judicious Effect of Hilarity in Advertisement 8 Post purchase Satisfaction: Post-purchase satisfaction refers to the pleasure a person gets after consuming the product the degree and direction.

Post-purchase objectives can be classified into financial conduct objectives and community conduct objectives Smith et al. While social conduct objectives refer to rational reactions of consumers to the allotment of services for companies, such as trauma behavior objectives Tax et al. The existing analysis specializes in buy goals as the key outcome different. Two different kinds of buy goals are described.

The first type is initial buy choice which symbolizes new customers buying goals i. Proposed Research Hypotheses: : Hilarity in advertisement has a significantly positive impact on the Call for Cognition.

Such that satisfied the customer, stronger the relationship and vice versa. The population will be targeted right in the shopping centers and then behavior will be observed.

Close ended questionnaire will be used for the purpose of data analysis and the reliability of the questionnaire will be checked by using SPSS and AMOS. Confirmatory factor analysis CFA and Composite reliability test will be applied to check the reliability of the instrument.

Whereas validity will be checked by using convergent validity and discriminant validity test. Sample: Probability based Systematic random sampling technique will be used for the purpose of data collection.

Almost questionnaires will be disturbed to the public and will be monitored by the researcher himself. Measures: There are a number of considerations for selecting suitable measurement scales of a given construct.

One of the most widely used methods for this purpose is the determination of validity Edwards, There are various forms of validity such as content validity, face validity, reliability, convergent, discriminant, and criterion validity.

But above all, the first two types mentioned above i. Face validity explains that whether upon simple inspection of the measure, it appears to be a suitable tool for tapping the construct under consideration. Reliability or internal consistency refers to the degree to which a scale creates reliable consequences if repetitive measurements are prepared.

The initial selection of scales is to be made on the basis of these three criteria. While convergent and discriminant validities will be assessed and reported in the data analysis chapter of this dissertation.

The fit of measurement model will be analyzed through confirmatory factor analysis CFA and later on the hypotheses testing will be done through Path model and Structural regression models. Mediation effects will be tested through bootstrapping samples and moderating effects will be analyzed by using Orthogonalization in AMOS Conclusion: The possible research findings will be helpful for the media agencies in designing their advertising message and also in selection of message execution style.

It has been assumed that the hilarity in advertising will have a significantly positive impact for inexpensive types of products and vice versa.

As well as a positive responsive can be predicted from the satisfied and delightful customers than the dissatisfied customers. Strengthening the satisfaction-profit chain. Journal of Service Research, 3 2 , — Arias-Bolzmann, L. Effects of absurdity in advertising: The moderating role of product category attitude and the mediating role of cognitive responses. Journal of Advertising, 29, 35— Baron, R. Journal of Personality and Social Psychology, 51 6 , Beard, F.

One hundred years of humor in American advertising. Journal of Macromarketing, 25 1 , 54— Brennan, I. Literal versus extended symbolic messages a6nd advertising effectiveness: The moderating role of need for cognition. Catanescu, C. Types of Humor in Telivision and Magazine Advertising.

Chang, C. Context-induced and ad-induced affect: Individual differences as moderators. Journal of Marketing Research, 27 4 , Chung, H. Humour effect on memory and attitude: moderating role of product involvement. International Journal of Advertising, 22,— The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments. Cline, T. When does humor enhance or inhibit ad responses?

The moderating role of the need for humor. Journal of Advertising, 32,31— DeBono, K. Self-monitoring and consumer psychology. Journal of Personality, 74,— Individual differences and context: Factors mediating recall of anti-drug public service announcements.

Health Communication, 21,65— Eisend, M. A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37, —