أثر الإعلان التلفزيوني في السلوك الاستهلاكي : دراسة ميدانية على سكان شمال الأردن بمدينة إربد

الملخص EN

This current study aimed at knowing and analyzing the relationship between the television advertising and the consumer behavior in the northern part of Jordan.

This study included (440) citizens whom were selected randomly through two stages of cluster sampling among Irbid residents.

The following results were drawn and have umportant relevancy to the study : 1.

There was a relationship between the increase of exposure to the T.V advertising and the consumer behavior.

2.

There was no relationship between the technical form of the advertisement presented and the consumer behavior.

3.

There was no relationship between the T.V advertising watching style and the consumer behavior.

4.

There was a relationship between the advertisement message reliability and the consumer behavior.

5.

There was a relationship between the time span of the T.

V advertisement and the consumer behavior.

6.

There were no statistical differences due to gender (male / female), social status, profession, age, income and the consumer behavior, but there were statistical differences due to people’s level of qualification and the consumer behavior.