Determinants of motivational behavior in sub-compact car advertising

This study has three distinct purposes. The first is to isolate and identify empirically derived factors—i.e., clusters of cognitive information or evidence gathered by investigation capable of being confirmed, verified or disproved by observation or experiment, characteristic of high motivational favorability to sub-compact car advertisements. The second is to determine the apparent success or failure of the advertisements used in this study; and the third is to determine whether emergent factors in the study maintained their own intersegmental qualities within the general consumer profile under consideration. The major values of this research, then, are to make available to advertising agencies empirically derived information that would be helpful in designing and directing advertising for a sub-compact car to a predetermined consumer prototype or market segment, as well as to indicate relative success or misdirection on the part of the agencies producing the advertisements used in this study. It should also be noted that this thesis provides a springboard for several other research studies.